The Effects of Communicating Passion in Advertising

Autor:	Helge Thorbjørnsen, Alice Gemvik, Jonas Colliander, Christian Thorwid, Micael Dahlén, Sara Rosengren
Rok vydání:	2019
Předmět:	Marketing Statement (logic) Communication media_common.quotation_subject 05 social sciences Emotional contagion Passion Advertising Spillover effect 0502 economics and business 050211 marketing Product (category theory) Psychology 050203 business & management media_common
Zdroj:	Journal of Advertising Research. 60:3-11
ISSN:	0021-8499
DOI:	10.2501/jar-2019-040
Popis:	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 consumers9 product and brand evaluations. Data from three experimental studies suggest that the mere statement of brand passion in advertising indeed leads consumers to rate both the product and the brand more positively. In line with theories of advertising signaling and emotional contagion, the positive effects of brand passion seem to be driven by higher perceived brand efforts as well as spillover of passion from the brand to the consumer.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::97b763dd49a3c2c1f6efe8bbc0dc1d18 https://doi.org/10.2501/jar-2019-040 Zobrazit plný text záznamu