A Classification of Brand Pride Using Trust and Commitment
Volker G. Kuppelwieser, Robert Grefrath, Agathe Dziuk

Abstract
Pride of something is an inherent feeling. In the attempt to bond customers and employees to the company, pride seems to play an interesting role, often resulting in strong relationships. Despite the strong inherent feeling pride forms it has not yet reached marketing and behavioral research. In this paper we therefore classify a specific form of pride, i.e. brand pride, using the constructs trust and commitment. In addition, this paper presents several propositions in relation to these constructs and based on recent branding literature. The article ends by suggesting directions for further research in order to increase research on this important topic.

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