رویکرد دوگانه جدید به شور و شوق برند: هماهنگی و وسواسی

Four separate studies confirm the existence of harmonious and obsessive passion in a consumer–brand context and begin to develop a nomological network of both antecedent and outcome variables for each type of brand passion. This research demonstrates that the conceptualization of consumer passion for a brand is much more complex than previously suggested.