This study examines the effect of brand commitment on brand passion. It also investigates the role of some selected promotion-mix elements (., advertising and public relations) in brand passion. A model depicting these relationships was tested with a sample of 386 consumers in HCMC, Vietnam. | 120 | Nguyễn Thị Mai Trang | 120-128 Building Brand Commitment Through Brand Passion NGUYỄN THỊ MAI TRANG University of Economics and Law under Vietnam National University - HCMC Email: ARTICLE INFO Received: Jan. 15, 2013 Received in revised form March 24, 2013 Accepted: June 15, 2013 Keywords: brand passion brand commitment public relations advertising ABSTRACT This study examines the effect of brand commitment on brand passion. It also investigates the role of some selected promotion-mix elements (., advertising and public relations) in brand passion. A model depicting these relationships was tested with a sample of 386 consumers in HCMC, Vietnam. The results show that attitudes toward advertising and public relations have positive impacts on brand passion, and subsequently brand passion is a key factor influencing brand commitment. These findings imply that a firm is able to enhance brand passion through advertising and public relations. In so doing, the firm will enjoy the benefit created by committed consumers of its brands. Building Brand Commitment Through Brand Passion JED July 2013| 121 1. INTRODUCTION Brands and branding have attracted the attention of both academics and practitioners around the world (see, for example, Aaker, 1991; Aaker et al., 2004; Keller, 1993; Woodside and Walser, 2007; Yorkston et al., 2010). Firms are urged to build deep affection for their brands and they believe that deep emotional brand connections (., brand passion) can bring high profits for firms (Yim et al., 2008). Recently, a survey conducted by B&Company Vietnam and Nikkei BP Consultancy indicates that Nokia, Honda, and Vinamilk received their highest ranking in terms of affection, connectedness, and bondedness. Consumers are also disappointed when, for any reasons, they are unable to see their passionate brands in the market. For example, many consumers think that they would feel very sad when Google, Nokia, and .
