Brand passion and its implication on consumer behaviour

Abstract

This paper tries to investigate the passion in literature and drives its way through theory where passion is a component of love and moves on to passion being a component of consumer behaviour in marketing, i.e., brand passion. Passion has been studied with regard to the intensity to love. This paper picks up the triangular theory of love by Sternberg (1986, 1997) to probe into the meaning of passion. While tracing this component the paper gradually progresses to how passion becomes a part of consumer behaviour and hence the passion extended to the brand. Thus, brand passion tantamount to the keenness, the fascination or even the fixation of a consumer for the beloved brand. Further, the author tries to outline a conceptual model with the antecedents to brand passion, i.e., loyalty, satisfaction and trust and the outcome of passion being word of mouth. Biographical notes: Christine D'lima has a PhD degree from the School of Business Management (SBM) NMIMS in the area of Marketing Management and Human Resources Management. She has two years corporate experience and over five years in academics. Her qualifications include MMS in Marketing from the Mumbai University, a PGDHRM from the NMIMS University. Her areas of interest include organisation behaviour, brand management, and marketing communications to name a few.