文章基本信息

标题：Association between a parent’s brand passion and a child’s brand passion: a moderated moderated-mediation model
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作者：Faheem Gul Gilal ; Jian Zhang ; Naeem Gul Gilal 等
期刊名称：Psychology Research and Behavior Management
印刷版ISSN：1179-1578
电子版ISSN：1179-1578
出版年度：2018
卷号：11
页码：91-102
DOI：10.2147/PRBM.S161755
语种：English
出版社：Dove Medical Press Ltd
摘要：Purpose: Both marketing scholars and brand managers have noted the importance of brand passion. They have increasingly emphasized how brand passion influences consumers’ psychological states and behaviors. In contrast, an almost negligible effort has been made to study whether the individual’s brand passion can be transferred to others. Methods: Using consumer socialization theory and emotional contagion theory as a lens, this study explores whether airline brand passion can be transferred from a parent to a child. To this end, a convenience sample of (N = 202) parent-child dyads was utilized to test the moderated moderated-mediation hypotheses. Results: The results provide evidence that parents’ airline passion can be translated into the child’s airline passion via emotional contagion for daughters who live with their parents but not those who live independently of their parents. Similarly, parents’ airline passion can be transferred to sons regardless of their geographical distance. The implications, limitations, and agendas for future research are discussed in depth.
关键词：parent’s airline passion; child’s airline passion; emotional contagion; geographical distance; moderated moderated-mediation model