Although attachment theorists have examined the attachment concept in diverse relationship contexts (romantic relationship, kinship, and friendship, etc.), the nomological network of the construct has not been fully delineated. The purpose of the present paper is to develop this nomological...

This chapter examines three key issues in developing and establishing strong brand relationships with its customers. The first issue addresses the concept of attachment as a distinctive higher order construct that bears critical implications for the enhancement of brand equity. The second key...

Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define...