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 both perceived brand effort and emotional contagion.
- By using brand-passion statements in advertising, brands effectively can signal brand effort and increase consumers’ positive emotions.
INTRODUCTION
Steve Jobs once said, “The only way to do great work is to love what you do.” Those words not only...