Ghorbanzadeh, Davood; Saeednia, Hamidreza; Rahehagh, Atena - In: Cogent business & management 7 (2020) 1, pp. 1-17
marketing literature, the causalities of brand passion are rudimentarily analyzed in empirical research. The aim of this study … important antecedents) has a positive and significant impact on brand passion. In addition, brand prestige has not a positive … impact on brand passion. Finally, brand passion has a positive and significant impact on positive word of mouth and …