A new dualistic approach to brand passion: Harmonious and obsessive

Brand passion is increasingly seen as the ultimate emotional connection between the consumer and a brand. Limited previous research relied exclusively on Sternbergʹs 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. eparate studies confirm the existence of harmonious and obsessive passion in a consumer–brand context and begin to develop a nomological network of both antecedent and outcome variables for each type of brand passion. This research demonstrates that the conceptualization of consumer passion for a brand is much more complex than previously suggested.