ISSN 1671-3710
CN 11-4766/R

Advances in Psychological Science ›› 2017, Vol. 25 ›› Issue (8): 1411-1422.doi: 10.3724/SP.J.1042.2017.01411

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 Brand attachment: Theories, measurements and relationships to related variables

 WU Lili1; SHI Xiaoxuan1,2; WANG Beiyi1,2; ZHANG Jianxin1   

  1.  (1 CAS Key Laboratory of Mental Health, Institute of Psychology, Chinese Academy of Sciences, Beijing 100101, China) (2 University of Chinese Academy of Sciences, Beijing 100049, China)
  • Received:2016-07-06 Online:2017-08-15 Published:2017-06-25
  • Contact: WU Lili, E-mail:; ZHANG Jianxin, E-mail: E-mail: E-mail:; E-mail:
  • Supported by:

Abstract:  Ever since it has been proposed, brand attachment is an important construct in consumer psychology and marketing area. It describes the connection between brand and consumers, thus it could be served as a significant predictor of consuming behavior. At the same time, it captures great attention from the marketing managers since it could reflect the effects of brand management efforts and marketing strategies. Based on previous research, the present paper synthesized the current status of research on brand attachment, including theoretical construct, measurement, theoretical model, its determinants and outcomes as well as the distinctions between brand attachment and other constructs, such as brand attitude or brand love. And then, the paper introduced the research work on brand attachment done by Chinese scholars. Finally, it concluded by proposing that future researches on brand attachment should focus on theoretical integration, external validity enhancement and cross-cultural difference.

Key words: brand attachment, attachment, brand attitude, brand love, consumer behavior

CLC Number: