Brand fanaticism: Scale development
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Minh Thi Hong Le Thesis
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Available under License Creative Commons Attribution Non-commercial No Derivatives 4.0. |
Description
This research develops a definition of brand fanaticism, and a valid brand fanaticism scale. Fanatical consumers may not represent the majority of consumers but have a disproportionate impact on the revenue and image of their focal brand. Five studies were conducted to validate the brand fanaticism scale with online survey data. Brand fanaticism captures self-brand connection, brand prominence, obsessive passion, and cognitive rigidity that loyal consumers experience with focal brands. Brand commitment, brand love are antecedents of brand fanaticism which in turn, predicts word-of-mouth, behavioural intention, and willingness to sacrifice. The results provide theoretical and empirical research contributions in marketing.
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| ID Code: | 130710 |
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| Item Type: | QUT Thesis (PhD) |
| Supervisor: | Martin, Brett & Greer, Dominique |
| Keywords: | Brand loyalty, Brand attachment, Brand commitment, Brand love, Brand fanaticism, Scale development |
| DOI: | 10.5204/thesis.eprints.130710 |
| Divisions: | Past > QUT Faculties & Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations |
| Institution: | Queensland University of Technology |
| Deposited On: | 17 Jun 2019 00:21 |
| Last Modified: | 06 Jun 2021 14:02 |
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