This study aims to analyze the antecedents of and pathways to emotional attachment towards luxury brands,with a persons passionate love as a starting point,and self-congruence,luxury brand involvement,and affective brand experience as mediators.The cross sectional study of the two countries i.e.China and Pakistan use the structural equation modeling(SEM)to describe the relationships among variables.Key findings suggest that in both countries,passionate love has significant effect.However such relationships in China are much stronger than in Pakistan.This research reveals an important variable i.e.passionate love,to answer the question that why some consumers are more involved and have stronger emotional attachment with luxury brands,than others although both of those consumers may purchase and use luxury goods.The results demonstrate the importance of passionate love and identify managerial implications for customer commitment to luxury brands.