ABSTRACT
This chapter addresses the term "brand attachment" to describe the psychological state underlying a brand relationship characterized as a committed partnership. It describes brand attachment as the strength and prominence of the bond connecting the brand with the self. When consumers are strongly attached to a brand they not only have positive and strongly held attitudes toward it, they feel distress at the thought of the brand's unavailability in the marketplace, and they mourn the loss of brands when they are discontinued. As brand attachment grows, consumer exhibit strong brand loyalty and brand advocacy behaviors; behaviors that maximize revenues while also reduce marketing costs. Specifically, a brand must offer functional solutions that enable customers to make their lives easier and more convenient. Moreover, a brand must stand for inspiring and self-enhancing values or principles, which, in turn, leads to brand respect.
