A new dualistic approach to brand passion: Harmonious and obsessive

Krist R. Swimberghe, Marina Astakhova and Barbara Ross Wooldridge

Journal of Business Research, 2014, vol. 67, issue 12, 2657-2665

Abstract: Brand passion is increasingly seen as the ultimate emotional connection between the consumer and a brand. Limited previous research relied exclusively on Sternberg's triangular interpersonal theory in developing the brand passion concept. This research paper integrates consumer brand identity theory, refines the definition of brand passion, and proposes a dualistic approach to brand passion which distinguishes between two different types of brand passion: harmonious and obsessive.

Keywords: Brand passion; Harmonious brand passion; Obsessive brand passion; Consumer–brand identity theory (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (26)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:12:p:2657-2665

DOI: 10.1016/j.jbusres.2014.04.003

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