effects of perceived value‐in‐use have been found to be ambivalent because they can enhance both positive (e.g., passion) and … negative (e.g., separation distress) aspects of smartphone attachment. Moreover, specific compositions of the value …‐in‐use define the individual facets of smartphone attachment. For instance, passion has been found to be determined by social …

marketing literature, the causalities of brand passion are rudimentarily analyzed in empirical research. The aim of this study … consequences (positive word of mouth and willingness to pay price premium) passion to Smartphone brands among young consumers. The … important antecedents) has a positive and significant impact on brand passion. In addition, brand prestige has not a positive …