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 effects of brand passion on consumer purchase intention, explore moderation effect product involvement (i.e.a low-involvement convenience vs. a high-involvement shopping product) in these relationships. Design/methodology/approach: To bridge this gap, we recruited n = 205 young consumers test hypotheses using AMOS 24.0 SPSS 24.0. Exploratory factor analysis, confirmatory structural equation modeling, analysis techniques were used as data methods. Findings: Results show that when assessed, has highest intention. Moreover, our reveal is more likely lead intention for products, while promising increasing products. Finally, provide detailed discussion how results can be applied both research practice. Implications: This offers recommendations practitioners strengthen intentions brands emerging markets. Originality/value: first prove driver brands, whereas prominent predictor brands.