PhD Thesis Title: The Genie and the Bottle: Capturing and Measuring Passion Brands.
Supervisor: Professor Tony Meenaghan
External Examiner: Professor Laurence M. McCarthy, Seton Hall University
The present study investigates the nature and consequences of emotion within brand relationships. The author argues that current bases for understanding consumer-brand relationships are deficient, in that they fail to properly capture the emotional content in brand relationships. The primary purpose of this research is to address this void through the development and validation of a construct which determines the nature and extent of emotion in consumer-brand relationships and the resulting consumer behaviours. Results yield a multi-factor construct which captures emotion in brand relationships and the resulting consequences. The author concludes by presenting theoretical and managerial implications.