Swimberghe, Krist R.; Astakhova, Marina; Wooldridge, … - In: Journal of Business Research 67 (2014) 12, pp. 2657-2665
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 …