The antecedents of brand passion: An empirical study of Apple fans

• Main Authors: Tsai-Chieh Lin, 林彩婕
• Other Authors: Hui-Yi Lo
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/92249533366393945983

碩士 === 元智大學 === 經營管理碩士班(企業管理與服務科學學程) === 101 === The objective of this research is to investigate whether self-esteem, materialism, self-brand connection, and status consumption are the antecedents of brand passion. According to observations, Apple fans display passionate behaviors to show their intense emotional feeling towards Apple. Thus, the research chose Apple Corp. as an empirical case to explore how brand passion is created. As for the methodology, the research adopted online questionnaire to collect data and realize Apple users' consumer behavior. After removing insufficient data, 453 samples were remained. After data collection, the remaining data was test by a series of statistical analysis including reliability test, exploratory factor analysis, confirmatory factor analysis, and structure equitation modeling. Eventually, three structural models were built to examine eleven hypotheses. The results showed that self-esteem, materialism, self-brand connection, and status consumption are predictors of brand passion. Especially, among four antecedents, self-brand connection plays an extremely important role in provoking brand passion. Additionally, self-brand connection has strong impact on influencing the relationship between materialism and self-esteem. The findings also indicated that low self-esteem people have higher materialistic tendency. Furthermore, self-brand connection and status consumption have great effect on the relationship between self-esteem and brand passion as well as the relationship between materialism and brand passion.