Purpose This paper aims to draw on the appraisal theory and the theory of self-brand congruence (SBC) to study the multidimensional emotion of brand pride. It conceptualizes and validates the relationship of brand pride with SBC, brand loyalty and oppositional brand loyalty and establishes the role of narcissism as a moderator. Design/methodology/approach Standardized scales, including a new brand pride scale developed by the authors, were used to collect data from 522 respondents. Covariance-based structural equation modeling was used to test the conceptual model. Multi-group moderation analysis tested the differences in the proposed relationship between high and low narcissists. Findings Results posit brand pride as a multidimensional construct with SBC as its significant antecedent. The findings also support most hypothesized relationships between brand pride and behavioral outcomes. In addition, the study confirms the moderating effect of narcissism on the relationship between brand pride dimensions and brand loyalty and opposition brand loyalty. Research limitations/implications The study sample was from a developing nation – India. Similar cohorts from developing and developed countries could provide a unique cross-nation comparison. Practical implications The role of brand pride in impacting brand loyalty and oppositional brand loyalty has significant implications for practice. Marketing communication to inculcate brand pride among consumers will significantly impact the brand’s profitability. Originality/value Validation of SBC as a precursor to brand pride and the relationship of brand pride with brand loyalty and oppositional brand loyalty contributes significantly to branding theory and practice. This study also establishes narcissism as a moderator between brand pride and loyalty outcomes.

Brands are rapidly moving away from the traditional transactional approach to a relational journey with their users. In most cases, Consumer- Brand Relationships are based on the extent of congruence between individuals and their favourite brands. This paper aims to contribute to this journey and understand the genesis and outcomes of such a relationship wherein the consumer feels “proud” to be associated with his/her brand. Specifically the purpose of the paper is to understand the antecedents and consequences of a less explored construct, Brand Pride. This conceptual paper is based on an extensive and detailed review of literature pertaining to the areas of emotional branding, consumer-brand relationships, pride in brand associations, self-congruence and behavioral outcomes. It also evaluates the impact of a narssistic personality on such relationships. The authors propose a conceptual framework for Brand Pride which would lead to a deeper understanding in the phenomenology of Brand Pride and its subsequent impact on higher order Consumer-Brand Relationships. Crystallization of this concept would lead to invaluable insights in the advancement in emotional branding both for academicians and practitioners, with Brand Pride being the emotion in focus.

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