RT Journal Article
SR Electronic
T1 The Effects of Communicating Passion in Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 3
OP 11
DO 10.2501/JAR-2019-040
VO 60
IS 1
A1 Micael Dahlen
A1 Helge Thorbjørnsen
A1 Jonas Colliander
A1 Sara Rosengren
A1 Alice Gemvik
A1 Christian Thorwid
YR 2020
UL http://www.journalofadvertisingresearch.com/content/60/1/3.abstract
AB 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 consumers' 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.