Brand passion and its implication on consumer behaviour
C D'lima - International Journal of Business Forecasting and …, 2018 - inderscienceonline.com
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, ie, 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 …
where passion is a component of love and moves on to passion being a component of
consumer behaviour in marketing, ie, 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 …
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