What Drives Brand Attachment?

Brand attachment has been regarded as a key requisite in a brand’s success and performance. Consequently, it is important to understand on how to build stronger brand attachment. Brand attachment’s conceptualisation itself has moved from capturing not only emotional but also cognitive bonding. Previous research investigated only the emotional bond, whereas this study investigated also the cognitive bond. The present paper proposes and tests a conceptual framework of the drivers of brand attachment. Based on a survey of 276 UK household consumers, we find that there are four important drivers of brand attachment – selfcongruence, sensory and intellectual brand experience, and CSR associations. In addition, the study finds that brand attachment has a statistically significant effect on brand loyalty. Theoretical contributions and managerial implications are discussed.