MANAGEMENT SLANT
- Communicating brand passion by, for example, stating, “We love what we do,” in advertising boosts consumers’ product and brand evaluation.
- The effect of brand passion on consumer response is mediated by...
The effects of communicating passion in advertising: How messages like “We Love What We Do!” shape people’s product and brand evaluations
In advertising, brands often communicate passion through statements such as, “We love what we do.” This study tests whether such communication of passion positively influences consumers’ product and brand evaluations.
