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An executive summary for managers and executive readers can be found at the end of this article. Emotional attachment to brands has attracted recent research attention (e.g. [64] Thomson et al. , 2005). Researchers have long considered attitudes to be insufficient predictors of brand commitment (e.g. loyalty), and suggest that true loyalty requires the customer to form an emotional bond with the brand ([53] Park et al. , 2009; [50] Oliver, 1999). Calling for greater research in this area, [52] Park and MacInnis (2006) suggest that the boundaries of the attitudes construct need to be recognized so that another construct reflecting emotional attachment can be articulated. [21] Cohen and Reed (2006) echo the call for greater research while cautioning against the dismissal of attitudes in loyalty research. The nature and character of the emotional attachment construct is reflected in [27] Fournier's (1998) discussion of brand relationships, brand love ([16] Carroll and Ahuvia, 2006), lovemarks ([55] Pawle and Cooper, 2006), brand communities ([63] Schouten and McAlexander, 1995; [47] Muniz and O'Guinn, 2001), brand commitment ([66] Warrington and Shim, 2000) among others, and various dimensions like passion, commitment and intimacy considered by many researchers to better explain brand loyalty (e.g. [39] Kim et al. , 2008).
Insights on emotional attachment to brands are provided by Attachment Theory ([12] Bowlby, 1979; [29] Hazan and Shaver, 1987). This theory ([12] Bowlby, 1979) was originally proposed to explain deep attachments that infants formed with caregivers. Specifically, it posits three features of a strong attachment: proximity maintenance, safe haven and secure base. The motive for such attachment may include the need for comfort, support, security and consistency. For example, in adult relationships ([29] Hazan and Shaver, 1987) strong attachments could develop among partners when such needs are fulfilled. Such partners perceive each other as dependable and trustworthy. When this theory is extended to consumers' brand relationships, the attachments that arise are also primarily based on trust, dependability and consistency of response. That is, consumers become attached to some brands because they are dependable, consistent and "always there" when you need them. Consumers take comfort in the familiar; the primary motive for the attachment being security and safety. [64] Thomson et al. (2005) developed a three-factor (affection, passion and connection) scale...