How Does Brand Pride Help Consumers Take the Right Decisions?

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.