The desire to be proud of something is a natural emotion. However, the marketing and behavioural science disciplines have yet to catch up with the powerful intrinsic feeling of pride. Hence, our article aims to better understand brand pride, a less studied construct, by considering the literature on branding, consumer–brand relationships, brand pride and its behavioural outcomes. Based on the literature, we identify several research themes: (a) the nature of the construct brand and the construct pride, (b) from consumer to brand pride and (c) context of brand pride as emotion and outcomes of brand pride. We recommend future research directions to enhance further the literature based on the review.
AakerD. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102–120.
2.
AakerJ. L., & WilliamsP. (1998). Empathy versus pride: The influence of emotional appeals across cultures. Journal of Consumer Research, 25(3), 241–261. https://doi.org/10.1086/209537
3.
Abdul-TalibA.N., & AdnanM.M(2017). Determinants of consumers willingness to boycott surrogate products. Journal of Islamic Marketing, 8(3),345–360. DOI:10.1108/JIMA-08-2015-0065
4.
AhuviaA., GargN., BatraR., McFerranB., & Lambert de DiesbachP. B. (2018). Pride of ownership: An identity-based model. Journal of the Association for Consumer Research, 3(2), 216–228. https://doi/abs/10.1086/697076
5.
AlbertN., & MerunkaD. (2013), “The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258–266. https://doi.org/10.1108/07363761311328928
6.
AlexandrisK., DoukaS., PapadopoulosP., & KaltsatouA. (2008). Testing the role of service quality on the development of brand associations and brand loyalty. Managing Service Quality: An International Journal, 18(3), 239–254. http://dx.doi.org/10.1108/09604520810871865
7.
ArnettD. B., LaverieD. A., & McLaneC. (2002). Using job satisfaction and pride as internalmarketing tools. Cornell Hotel and Restaurant Administration Quarterly, 43(2), 87–96. https://doi.org/10.1016/S0010-8804(02)80035-0
8.
Aureliano-SilvaL., StrehlauS., & StrehlauV. (2018). The relationship between brand attachment and consumers’ emotional well-being. Journal of Relationship Marketing, 17(1), 1–16. https://dx.doi.org/10.1080/15332667.2017.1391058
9.
BaekT. H., KimJ., & YuJ. H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology & Marketing, 27(7), 662–678. https://doi.org/10.1002/mar.20350
BagozziR. P., GopinathM., & NyerP. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184–206. http://doi/abs/10.1080/15332667.2017.1391058
12.
BairradaC. M., CoelhoF., & CoelhoA. (2018). Antecedents and outcomes of brand love: Utilitarian and symbolic brand qualities. European Journal of Marketing. https://doi.org/10.1108/EJM-02-2016-0081
13.
BergkvistL., & Bech-LarsenT. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of Brand Management, 17(7), 504–518.
14.
CarrollB. A., & AhuviaA. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2
15.
CavanaughL. A., BettmanJ. R., & LuceM. F. (2015). Feeling love and doing more for distant others: Specific positive emotions differentially affect prosocial consumption. Journal of Marketing Research, 52(5), 657–673. https://doi.org/10.1509%2Fjmr.10.0219
16.
CisekS. Z., SedikidesC., HartC. M., GodwinH. J., BensonV., & LiversedgeS. P. (2014). Narcissism and consumer behaviour: A review and preliminary findings. Frontiers in Psychology, 5, 232. https://doi.org/10.3389/fpsyg.2014.00232
17.
CelsiM. W., & GillyM. C. (2010). Employees as internal audience: how advertising affects employees’ customer focus. Journal of the Academy of Marketing Science, 38(4), 520–529. https://doi.org/10.1007/s11747-009-0173-x
18.
ChadeeD., & KumarR. (2001). Sustaining the international competitive advantage of Asian firms: A conceptual framework and research propositions. Asia Pacific Journal of Management, 18(4), 461–480. https://doi.org/10.1023/A:1012823309236
19.
ChowdhuryR. M., OlsenG. D., & PracejusJ. W. (2008). Affective responses to images in print advertising: Affect integration in a simultaneous presentation context. Journal of Advertising, 37(3), 7–18. https://doi.org/10.2753/JOA0091-3367370301
20.
CoelhoA., BairradaC., & PeresF. (2019). Brand communities’ relational outcomes, through brand love. Journal of Product & Brand Management, 28(2), 154–165.
21.
DaviesG., Rojas-MéndezJ., WhelanS., MeteM., & LooT. (2018). Brand personality: Theory and dimensionality. Journal of Product & Brand Management, 27(2), 115–127. https://dx.doi.org/10.1108/JPBM-06-2017-1499
22.
DecropA., & DerbaixC. (2010). Pride in contemporary sport consumption: A marketing perspective. Journal of the Academy of Marketing Science, 38(5), 586–603. https://dx.doi.org/10.1007/s11747-009-0167-8
23.
Di MuroF., & NoseworthyT. J. (2012). Money isn’t everything, but it helps if it doesn’t look used: How the physical appearance of money influences spending. Journal of Consumer Research, 39(6), 1330–1342. https://psycnet.apa.org/doi/10.1086/668406
24.
DolichI. J. (1969). Congruence relationships between self-images and product brands. Journal of Marketing Research, 6(1), 80–84. https://doi.org/10.2307/3150001
25.
EllemersN., KortekaasP., & OuwerkerkJ. W. (1999). Self-categorisation, commitment to the group and group self-esteem as related but distinct aspects of social identity. European Journal of Social Psychology, 29(2-3), 371–389. https://doi.org/10.1002/(SICI)1099-0992(199903/05)29:2/3%3C371::AID-EJSP932%3E3.0.CO;2-U
26.
EscalasJ. E., & BettmanJ. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378–389. https://doi.org/10.1086/497549
27.
FarashahiM., & HafsiT. (2009). Strategy of firms in unstable institutional environments. Asia Pacific Journal of Management, 26(4), 643–666. DOI: 10.1007/s10490-008-9129-9
28.
FetscherinM., & HeinrichD. (2014). Consumer brand relationships: A research landscape. Journal of Brand Management, 21(5), 366–371. https.doi.org/10.1057/bm.2014.22
29.
FetscherinM., GuzmanF., VeloutsouC., & CayollaR. R. (2019). Latest research on brand relationships: Introduction to the special issue. Journal of Product & Brand Management, 28(2), 133–139. https.doi.org/10.1108/JPBM-12-2018-2167
30.
FleckN., KorchiaM., & Le RoyI. (2012). Celebrities in advertising: Looking for congruence or likability?. Psychology & Marketing, 29(9), 651–662. http://dx.doi.org/10.1002/mar.20551
31.
FrancisG., & HollowayJ. (2007). What have we learned? Themes from the literature on best-practice benchmarking. International Journal of Management Reviews, 9(3), 171–189. https.doi.org/10.1111/j.1468-2370.2007.00204.x
32.
GladdenJ. M., & FunkD. C. (2002). Developing an understanding of brand associations in team sport: Empirical evidence from consumers of professional sport. Journal of Sport Management, 16(1), 54–81. https://dx.doi.org/10.1123/jsm.16.1.54
33.
GriskeviciusV., ShiotaM. N., & NowlisS. M. (2010). The many shades of rose-colored glasses: An evolutionary approach to the influence of different positive emotions. Journal of Consumer Research, 37(2), 238–250. https://dx.doi.org/10.1086/651442
34.
HelmS. V., RenkU., & MishraA. (2016). Exploring the impact of employees’ self-concept, brand identification and brand pride on brand citizenship behaviours. European Journal of Marketing, 50(1/2), 58–77. https://dx.doi.org/10.1108/EJM-03-2014-0162
35.
HoH. C., ChiuC. L., MansumitrchaiS., & QuarlesB. J. (2020). Hedonic and utilitarian value as a mediator of men’s intention to purchase cosmetics. Journal of Global Fashion Marketing, 11(1), 71–89. https://dx.doi.org/10.1080/20932685.2019.1682026
36.
HosanyS., & MartinD. (2012). Self-image congruence in consumer behaviour. Journal of Business Research, 65(5), 685–691. https.10.1016/j.jbusres.2011.03.015
37.
HuangX. I., DongP., & MukhopadhyayA. (2014). Proud to belong or proudly different? Lay theories determine contrasting effects of incidental pride on uniqueness seeking. Journal of Consumer Research, 41(3), 697–712. https://dx.doi.org/10.1086/67725
38.
HuberF., MeyerF., & DavidA. S. (2015). Brand love in progress—The interdependence of brand love antecedents inconsideration of relationship duration. Journal of Product & Brand Management, 24(6), 567–579. https.doi.org/10.1108/JPBM-08-2014-0682
39.
IsmailA. R., & SpinelliG. (2012). Effects of brand love, personality and image on word of mouth: The case of fashion brands among young consumers. Journal of Fashion Marketing and Management: An International Journal. https://doi.org/10.1108/13612021211265791
40.
KatzenbachJ. R. (2003). Pride: A strategic asset. Strategy & Leadership, 31(5), 24–38. https://doi.org/10.1108/10878570310492041
41.
KapfererJ. N. (2008). The new strategic brand management: Creating and sustaining brand equity long term. Kogan Page.
42.
KraemerT., GouthierM. H., & HeidenreichS. (2017). Proud to stay or too proud to stay? How pride in personal performance develops and how it affects turnover intentions. Journal of Service Research, 20(2), 152–170. https://doi.org/10.1177%2F1094670516673158
43.
KellerK. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands. Marketing Management, 10(2), 15–19.
44.
KellerK. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1–22. https://doi.org/10.1177%2F002224299305700101
45.
KellerK. L., & KotlerP. (2015). Holistic marketing. Does Marketing Need Reform?: Fresh Perspectives on the Future. Routledge.
46.
KirkC. P., SwainS. D., & GaskinJ. E. (2015). I’m proud of it: Consumer technology appropriation and psychological ownership. Journal of Marketing Theory and Practice, 23(2), 166–184. https://dx.doi.org/10.1007/978-3-319-77158-8_5
47.
KimH. R., LeeM., & UlgadoF. M. (2005). Brand personality, self-congruity and the consumer-brand relationship. Advances in Consumer Research, 6, 111–117.
48.
KraemerT., WeigerW. H., GouthierM. H., & HammerschmidtM. (2020). Toward a theory of spirals: The dynamic relationship between organizational pride and customer-oriented behaviour. Journal of the Academy of Marketing Science, 48(6), 1095–1115. https://dx.doi.org/10.1007/s11747-019-00715-0
49.
KressmannF., SirgyM. J., HerrmannA., HuberF., HuberS., & LeeD. J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955–964. https://doi.org/10.1016/j.jbusres.2006.06.001
50.
KuppelwieserV. G., GrefrathR., & DziukA. (2011). A classification of brand pride using trust and commitment. International Journal of Business and Social Science, 2(3), 36–45.
51.
LangeJ., & CrusiusJ. (2015). The tango of two deadly sins: The social-functional relation of envy and pride. Journal of Personality and Social Psychology, 109(3), 453. http://dx.doi.org/10.1037/pspi0000026
52.
LevyS. J. (1959). Symbols for sale. Harvard Business Review, 37(4), 117–124.
53.
MalarL., KrohmerH., HoyerW. D., & NyffeneggerB. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75(4), 35–52. https://doi.org/10.1509/jmkg.75.4.35
54.
MadupuV., & CooleyD. O. (2010). Antecedents and consequences of online brand community participation: A conceptual framework. Journal of Internet Commerce, 9(2), 127–147. http://dx.doi.org/10.1080/15332861.2010.503850
55.
MarticotteF., & ArcandM. (2017). Schadenfreude, attitude and the purchase intentions of a counterfeit luxury brand. Journal of Business Research, 77, 175–183. https://doi.org/10.1016/j.jbusres.2016.12.010
56.
MauryaU. K., & MishraP. (2012). What is a brand? A perspective on brand meaning. European Journal of Business and Management, 4(3), 122–133.
57.
MaxwellR., & KnoxS. (2009). Motivating employees to “live the brand”: A comparative case study of employer brand attractiveness within the firm. Journal of Marketing Management, 25(9-10), 893–907. https://doi.org/10.1362/026725709X479282
58.
McCrackenG. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310–332. https://dx.doi.org/10.1086/209217
59.
McEwenW. J. (2005). Married to the brand: Why consumers bond with some brands for life. Gallup Press. https://dx.doi.org/10.1016/j.pubrev.2006.05.010
60.
McFerranB., AquinoK., & TracyJ. L. (2014). Evidence for two facets of pride in consumption: Findings from luxury brands. Journal of Consumer Psychology, 24(4), 455–471. https://dx.doi.org/10.1016/J.JCPS.2014.03.004
61.
MukhopadhyayA., & JoharG. V. (2006). Tempted or not? The effect of recent purchase history on responses to affective advertising. Journal of Consumer Research, 33(4), 445–453. https://dx.doi.org/10.1086/510218
62.
NandyS., & SondhiN. (2020). Brand pride in consumer–brand relationships: Towards a conceptual framework. Global Business Review. https://doi.org/10.1177/0972150919878072
63.
NyerP. U. (1997). A study of the relationships between cognitive appraisals and consumption emotions. Journal of the Academy of Marketing Science, 25, 296–304. doi.org/10.1177/0092070397254002
64.
PekrunR., LichtenfeldS., MarshH. W., MurayamaK., & GoetzT. (2017). Achievement emotions and academic performance: Longitudinal models of reciprocal effects. Child Development, 88(5), 1653–1670. https://doi.org/10.1111/cdev.12704
65.
PhamM. T. (1998). Representativeness, relevance, and the use of feelings in decision making. Journal of Consumer Research, 25(2), 144–159. https://doi.org/10.1086/209532
66.
PracejusJ. W., & OlsenG. D. (2004). The role of brand/cause fit in the effectiveness of cause-related marketing campaigns. Journal of Business Research, 57(6), 635–640. https://doi.org/10.1016/S0148-2963(02)00306-5
67.
ReynoldsT. J., & GutmanJ. (1984). Advertising is image management. Journal of Advertising Research, 24(1), 27–37. https://dx.doi.org/10.1177/004728750204000405
68.
SchmidtH. J. (2007). Internal branding: Grundlagen der innengerichteten Markenfuhrung. In SchmidtH. J. (Ed.), Internal branding. Wie Sie Ihre Mitarbeiter zu Markenbotschaftern machen (1st ed., pp. 13–110). Gabler.
69.
SchwarzN., & CloreG. L. (1983). Mood, misattribution, and judgments of well-being: informative and directive functions of affective states. Journal of Personality and Social Psychology, 45(3), 513. https://psycnet.apa.org/doi/10.1037/0022-3514.45.3.513
70.
SenoD., & LukasB. A. (2007). The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective. European Journal of Marketing. https://doi.org/10.1108/03090560710718148
71.
SeptiantoF., & ChiewT. M. (2018). The effects of different, discrete positive emotions on electronic word-of-mouth. Journal of Retailing and Consumer Services, 44, 1–10. https://doi.org/10.1016/j.jretconser.2018.05.006
72.
SirgyM. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287–300. https.doi.org/10.1086/208924
73.
SirgyM. J., & SuC. (2000). Destination image, self-congruity, and travel behaviour: Toward an integrative model. Journal of Travel Research, 38(4), 340–352. https://dx.doi.org/10.1177/004728750003800402
74.
SosciaI. (2007). Gratitude, delight, or guilt: The role of consumers’ emotions in predicting post consumption behaviours. Psychology and Marketing, 24(10), 871–894. https://doi.org/10.1002/mar.20188
75.
SredlK. (2010). Consumer pride: Emotion as a social phenomenon. Advances in Consumer Research, 37, 907–909. https://dx.doi.org/10.1177/0972150919878072
76.
SungB., VanmanE. J., HartleyN., & PhauI. (2016). The emotion of interest and its relevance to consumer psychology and behaviour. Australasian Marketing Journal, 24(4), 337–343. https://psycnet.apa.org/doi/10.1016/j.ausmj.2016.11.005
77.
TauteH. A., SierraJ. J., CarterL. L., & MaherA. A. (2017). A sequential process of brand tribalism, brand pride and brand attitude to explain purchase intention: A cross-continent replication study. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-08-2016-1289
78.
ThomasM., HagerottR., HilliardI., KellyJ., LeichmanS., OsborneO., & ThurstonJ. (1999). Meanings of state hospital nursing II: Coping and making meaning. Archives of Psychiatric Nursing, 13(1), 55–60. https://doi.org/10.1016/S0883-9417(99)80018-1
79.
TracyJ. L., & RobinsR. W. (2004). Show your pride: Evidence for a discrete emotion expression. Psychological Science, 15(3), 194–197. https://doi.org/10.1111/j.0956-7976.2004.01503008.x
80.
TracyJ. L., & RobinsR. W. (2007). The psychological structure of pride: A tale of two facets. Journal of Personality and Social Psychology, 92(3), 506–525. https://dx.doi.org/10.1037/0022-3514.92.3.506
81.
TownsendC., & ShuS. B. (2010). When and how aesthetics influences financial decisions. Journal of Consumer Psychology, 20(4), 452–458. https://psycnet.apa.org/doi/10.1016/j.jcps.2010.06.013
82.
TyboutJ. R. (2000). Manufacturing firms in developing countries: How well do they do, and why?. Journal of Economic literature, 38(1), 11–44. DOI:10.1257/jel.38.1.11
83.
Van de VenN., ZeelenbergM., & PietersR. (2012). Appraisal patterns of envy and related emotions. Motivation and Emotion, 36(2), 195–204. https://dx.doi.org/10.1007%2Fs11031-011-9235-8
84.
VerbekeW., BelschakF., & BagozziR. P. (2004). The adaptive consequences of pride in personal selling. Journal of the Academy of Marketing Science, 32(4), 386–402. https://doi.org/10.1177/0092070304267105
85.
YeungC. W., & WyerR. S.Jr (2005). Does loving a brand mean loving its products? The role of brand-elicited affect in brand extension evaluations. Journal of Marketing Research, 42(4), 495–506. https://doi.org/10.1509%2Fjmkr.2005.42.4.495
