Brand passion: a systematic review and future research agenda

Faheem Gul Gilal (), Justin Paul (), Asha Thomas (), Lia Zarantonello () and Rukhsana Gul Gilal ()
Additional contact information
Faheem Gul Gilal: Sukkur IBA University
Justin Paul: University of Puerto Rico
Asha Thomas: Wroclaw University of Science and Technology
Lia Zarantonello: Roehampton University
Rukhsana Gul Gilal: Sukkur IBA University

Journal of Brand Management, 2023, vol. 30, issue 6, No 2, 490-515

Abstract: Abstract Consumers living in today's almost demystified world of consumption are constantly searching for new ways to add value to their lives. Consumption of material goods or owning favorite brands are common ways for consumers to satisfy this deep-seated desire. In this context, a bond between consumers and brands can be formed. This close bond between a consumer and a brand fuels passion. Despite a long history of interest in studying consumers' brand passions and a plethora of passion studies, an attempt has yet to be made to synthesize marketing literature on brand passions, which merits further attention. Therefore, this paper aims to review passion literature and propose agendas for future research from a marketing perspective. Specifically, the goal is to inspire more brand passion research by identifying significant research gaps based on how the brand passion construct has been used in marketing research, what study themes and contexts have been looked at, and what methodological approaches have been employed. With this purpose in mind, the present study looked at three decades of brand passion research (n = 84) from 1995 to 2021, identified emergent marketing problems, and offered research agendas in the form of testable propositions.

Keywords: Brand passion; Passionate consumers; Passion toward brands; Passionate behavior (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://link.springer.com/10.1057/s41262-023-00324-x Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:30:y:2023:i:6:d:10.1057_s41262-023-00324-x

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-023-00324-x

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().