The Ties That Bind: Do Brand Attachment and Brand Passion Translate Into Consumer Purchase Intention?

Purpose: Drawing from attachment theory and categorization theory, the present study aims to investigate the effects of brand attachment and brand passion on consumer purchase intention, and to explore the moderation effect of product involvement (i.e.a low-involvement convenience product vs. a high-involvement shopping product) in these relationships. Design/methodology/approach: To bridge this gap, we recruited n = 205 young consumers to test...