This study examines the effect of brand commitment on brand passion. It also investigates the role of some selected promotion-mix elements (i.e., 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.http://jabes.ueh.edu.vn/Home/SearchArticle?article_Id=b3bdb00f-e5ca-46fa-82ab-244d28938e26
