| dc.description.abstract | Brand passion can be defined as “a primarily affective, extremely positive attitude toward a specific brand that leads to emotional attachment and influences relevant behavioral factors” (Bauer, 2007). If the consumer can feel and experience how passionate a brand is, they will connect each other in emotional way with that brand and will feel lose if the brand is not available anymore. Thus, the component “passion” is very important to be analyzed to understand the consumer deeply. The purpose of this research is to measure brand passion from the brand “Agent Series” or in other word how passionate this brand in the consumer’s mind toward their behavioral intention.
This research used Structural Equation Modelling (SEM) with the help of software Partial Least Square (PLS). There were analysis about the correlation between brand uniqueness and brand passion, self-expressive and brand passion, prestige of the brand and brand passion, hedonic brand and brand passion, consumer’s extraversion and brand passion, and also brand passion toward behavioral intention.
Results showed that there was significant correlation between variables, which stated above. | en_US |
