Designing Brand Passion Dimensions forming on the basis of Consumer- Brand Identity and Consumer Brand Relationship Theories

Brand passion is increasingly seen as the ultimate emotional connection between a consumer ýand a brand. Previous brand passion research is inadequate and the most of the studies consider the ýbrand passion as a one-dimension variable, but evidences of contention among these studies indicate that brand passion is not one-ýdimensional, but is rather a complex phenomenon that may include interrelated, yet distinct ýcomponents, resulting in different relationships with other variables. In this study, which based on ýSternberg theory of love and Swimberg study, a dual approach was applied to conceptualize brand ýpassion construct and harmonious brand passion and obsessive brand passion as two dimensions of it are considered. ýSince previous studies of brand passion have one-dimensional view to drivers of it, in the present study two views, namely consumer–brand link and ýconsumer–brand identity, were integrated to introduce antecedents of brand passion. According to these,ýthe research model was introduced and tested. The statistical results have confirmed the model. In regard of objective, the research is a practical one, and according to the method, is descriptive-survey. The statistical population of the study is students of Tehran universities and sampling method is simple random.ýThe model is tested by structural equations modeling, and statistical results of model and its fitness is verified. The results of consumer-brand identity view show that consumers who think brands have an effect onýincremental growth of their identity, experience an increase in obsessive or harmonious brand passion. The results of consumer–brand ýrelationship view show that brand identification have a greater effect on the obsessive brand ýpassion.