International Research Journal of Commerce , Arts and Science
( Online- ISSN 2319 - 9202 ) New DOI : 10.32804/CASIRJ
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BRAND PASSION: A REVIEW OF PREVAILING PATTERNS IN PRESENT LITERATURE AND ROADMAP FOR FUTURE STUDIES
2 Author(s): DR. JYOTI JOSHI,MS. KHUSHBU GUPTA
Vol - 15, Issue- 7 , Page(s) : 441 - 459 (2024 ) DOI : https://doi.org/10.32804/CASIRJ
Passion is the driving force for emotional bonding, commitment and dedicated relationships. Brand passion is defined as a profound emotional connection that consumers develop with brands, characterized by intense enthusiasm and commitment.