Abstract: Brand attachment as the strength of the cognitive and emotional bond connecting the brand with the self has become a new focus in the fields of brand affect and brand relationship. Brand attachment can not only effectively predict the higher level of consumer behaviors but also constitute one of the critical sources of brand equity. This paper includes a review of literatures of psychology and marketing, points out attachment theory, brand relationship and self-congruence theory as theoretical basements of brand attachment. This paper analyzes the unidimensionality and multidimensionality of brand attachment’s concept, differentiates it from brand attitude, brand love, brand commitment and brand involvement and examines factors that create brand attachment and the effects of brand attachment on higher order behaviors. Future researches about brand attachment are also presented

Key words: attachment theory, brand attachment, brand attitude, brand relationship, brand commitment