IDEAS home Printed from https://ideas.repec.org/a/vrs/gfkmir/v6y2014i1p34-39n6.html
   My bibliography  Save this article

There´s No Passion; I Need Passion: Why Some Brands Excite Consumers So Much

Author

Listed:
  • Hemetsberger Andrea

    (University of Innsbruck, Austria)

Abstract

Not all brands have the potential to develop into meaningful objects for consumers. They need to serve certain psychological and symbolic functions in order to qualify as passion brands. They need to help consumers define and express their personality, combine potentially conflicting social roles or experiment with new roles. Brand passion is lived in very different ways. Some fans invest a lot of time and money in their beloved objects; others join brand communities to collectively enjoy the brand. Others yet act as missionaries on behalf of the brand or develop their own rituals in dealing with it. Companies can encourage customers' relationships with their brands by helping consumers care for the brand and enhance or maintain it. True passion, however, also needs a pinch of magic in extraordinary and unique experiences and transformations. Creating such magical moments is the true challenge for brand management.

Suggested Citation

  • Hemetsberger Andrea, 2014. "There´s No Passion; I Need Passion: Why Some Brands Excite Consumers So Much," GfK Marketing Intelligence Review, Sciendo, vol. 6(1), pages 34-39, May.
    • Handle: RePEc:vrs:gfkmir:v:6:y:2014:i:1:p:34-39:n:6
    DOI: 10.2478/gfkmir-2014-0006
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/gfkmir-2014-0006
    Download Restriction: no
    File URL: https://libkey.io/10.2478/gfkmir-2014-0006?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:gfkmir:v:6:y:2014:i:1:p:34-39:n:6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.