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Association between a parent’s brand passion and a child’s brand passion: a moderated moderated-mediation model

Authors Gilal FG, Zhang J, Gilal NG, Gilal RG

Received 6 January 2018

Accepted for publication 20 February 2018

Published 10 April 2018 Volume 2018:11 Pages 91—102

DOI https://doi.org/10.2147/PRBM.S161755

Checked for plagiarism Yes

Review by Single-blind

Peer reviewers approved by Dr Justinn Cochran

Peer reviewer comments 3

Editor who approved publication: Professor Igor Elman

Faheem Gul Gilal,1 Jian Zhang,1 Naeem Gul Gilal,2 Rukhsana Gul Gilal3

1Donlinks School of Economics and Management, University of Science and Technology Beijing, Beijing 100083, People’s Republic of China; 2School of Management, Huazhong University of Science and Technology, Wuhan, Hubei 430074, People’s Republic of China; 3Department of Business Administration, Sukkur IBA University, Sukkur, Sindh, Pakistan

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.

Keywords: parent’s airline passion, child’s airline passion, emotional contagion, geographical distance, moderated moderated-mediation model

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