Pourazad, Naser; Stocchi, Lara; Pare, Vipul - In: Journal of Product & Brand Management 29 (2019) 5, pp. 547-568
Purpose: The purpose of this study is to determine if brand passion shapes attitudinal brand loyalty while driving a series of important brand-related outcomes (i.e. brand advocacy, social media following, sense of community, willingness to pay a premium price and alternative devaluation)....