Brand Attachment Predisposition, Brand ...

Using an attachment theoretic approach, the authors investigate the relationship between the customer's brand attachment predisposition and brand loyalty as well as brand trust, and test empirically whether this relationship is mediated by brand attachment. The sample consists of 223 adolescents. The results derived from structural equation modelling show that customer's brand attachment predisposition is significantly related tobrand loyalty and brand trust. When brand attachment is entered into the model,the previously highly significant relationship between the brand attachment predisposition and brand loyalty as well as between brand attachment predisposition and brand trust becomes insignificant, while brand attachment strongly influences brand trust and brand loyalty. The findings have implications for theory and practice.