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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.

Association between a parent&rsquo;s brand passion and a child&rsquo;s brand passion: a moderated moderated-mediation model

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