The Importance of Passion: A quantitative examination of cognitive and emotional processes associated with advertiser passion

Abstract: While it seems common practice today for brands and advertisers to express their love for what they do and use terminology as "We're passionate about." in their communication, there is a lack of scientific proof regarding its advertising effects. Research has investigated consumers' passion for brands and the impact on their behavior, yet no previous studies have investigated the brands', or advertisers', own passion for what they do and how it impacts the consumers. This thesis aims to establish the missing link between the passion of brands and the effects on consumers, through two simultaneous processes; a cognitive process grounded in the signal effects of communicating brand passion, and an emotional process based on emotional and mood contagion affecting consumer emotions. Two quantitative, experimental studies based on panel data provide significant proof of the positive outcomes related to communicated advertiser passion; brand passion is found to favorably impact consumers' evaluations of the brand. However, there is no support for the expected impact of emotional and mood contagion on brand evaluations and extended consumer effects. The results provide important contributions to both academia and practice in regard to exploring the effects of brand passion.