Brand passion: a systematic review and future research agenda

Consumers living in today's almost demystified world of consumption are constantly searching for new ways to add value to their lives. Consumption of material goods or owning favorite brands are common ways for consumers to satisfy this deep-seated desire. In this context, a bond between consumers and brands can be formed. This close bond between a consumer and a brand fuels passion. Despite a long history of interest in studying consumers' brand passions and a plethora of passion studies, an attempt has yet to be made to synthesize marketing literature on brand passions, which merits further attention. Therefore, this paper aims to review passion literature and propose agendas for future research from a marketing perspective. Specifically, the goal is to inspire more brand passion research by identifying significant research gaps based on how the brand passion construct has been used in marketing research, what study themes and contexts have been looked at, and what methodological approaches have been employed. With this purpose in mind, the present study looked at three decades of brand passion research (n = 84) from 1995 to 2021, identified emergent marketing problems, and offered research agendas in the form of testable propositions.