Measures the strength of consumers' emotional bonds to brands across three hierarchical dimensions. Affection captures warm feelings toward the brand (affectionate, peaceful, fond). Connection captures a sense of bond or link between the self and the brand (connected, bonded, attached). Passion captures intense emotional longing and desire (passionate, delighted, captivated, loved). Based on Bowlby's (1969) adult attachment theory — the framework proposes that strong brand attachment, like strong interpersonal attachment, involves a felt bond between the self and the object. Emotional attachment goes beyond brand attitude and satisfaction to capture the relational bond — attachment predicts loyalty, resistance to competitive appeals, price premium payment, and willingness to forgive brand failures that would normally trigger switching.
Thomson, M., MacInnis, D.J., & Park, C.W. (2005). The ties that bind: Measuring the strength of consumers' emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77–91.
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