I Cannot Let Go of the Passion: Comparing the Interpersonal and Intrapersonal Conceptualizations of Brand Passion

Brand passion is a consumer construct that has garnered a lot of attention in the recent past. The literature on brand passion is divided by two broad conceptualizations, which have resulted in nomological inconsistency. The present research tackles this conceptual disagreement by identifying and contrasting the two broad conceptualizations of brand passion. In this vein, the current study compares the impact of brand passion on consumer well-being, positive word of mouth, and social media following. The study also examines the role of “duration of use” as a moderator on the proposed relationships. A total of 336 responses were analyzed using structural equation modeling, and the findings indicate that interpersonal conceptualization is a better conceptualization. The study also elucidates implications and future research directions.