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

Abstract

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.

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