Brand fanaticism: Scale development

This research develops a definition of brand fanaticism, and a valid brand fanaticism scale. Fanatical consumers may not represent the majority of consumers but have a disproportionate impact on the revenue and image of their focal brand. Five studies were conducted to validate the brand fanaticism scale with online survey data. Brand fanaticism captures self-brand connection, brand prominence, obsessive passion, and cognitive rigidity that loyal consumers experience with focal brands. Brand commitment, brand love are antecedents of brand fanaticism which in turn, predicts word-of-mouth, behavioural intention, and willingness to sacrifice. The results provide theoretical and empirical research contributions in marketing