Consumers develop powerful connections with brands and they feel a strong bond or attachment to favourite brands that can lead to re-purchase behaviour, reduced price sensitivity and increased customer loyalty. Gaining greater in-depth knowledge of brand attachment offers a powerful means of understanding and facilitates modelling the mechanisms for achieving greater profitability and increased revenue for firms. The purpose of this paper is first to map the antecedents, mediators and consequences of brand attachment; second to provide scholars with a map of prior research as a starting point for future research; and third to offer insights to extend understanding of how consumers relate to and engage with brands. The antecedents to brand attachment are categorized under five headings: brand-related concepts; self-brand connection and connection; congruence and the self; emotional drivers of brand attachment; and service-related concepts. The consequences of brand attachment are categorized as: brand loyalty and switching resistance; purchase intentions and willingness to pay; and word of mouth. The review and future research agenda utilize the Theory, Context, Characteristics, Methodology structure: (T) theory and concepts; (C) context and industry sectors; (C) characteristics (antecedents, mediators and consequences); (M) methods used in prior research. Recommendations focus on: social media marketing; social media marketing influencers and psychological ownership.

中文翻译：

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品牌依恋的前因后果：文献回顾和研究议程

消费者与品牌建立了牢固的联系，他们对喜爱的品牌产生了强烈的依恋感或依恋感，这会导致再次购买行为、降低价格敏感度并提高客户忠诚度。获得对品牌依恋的更深入的了解提供了一种强大的理解方式，并有助于为实现更高盈利能力和增加公司收入的机制建模。本文的目的首先是描绘品牌依恋的前因、中介和后果；第二，为学者提供先前研究的地图，作为未来研究的起点；第三，提供见解以加深对消费者与品牌的关联和互动方式的理解。品牌依恋的前提分为五个标题：品牌相关概念；自主品牌连接与连接；一致性和自我；品牌依恋的情感驱动因素；和服务相关的概念。品牌依恋的后果分为：品牌忠诚度和转换阻力；购买意向和支付意愿；和口耳相传。回顾和未来的研究议程利用了理论、背景、特征、方法论结构：（T）理论和概念；(C) 背景和行业部门；(C) 特征（前因、中介和后果）；(M) 先前研究中使用的方法。建议重点：社交媒体营销；社交媒体营销影响者和心理所有权。购买意向和支付意愿；和口耳相传。回顾和未来的研究议程利用了理论、背景、特征、方法论结构：（T）理论和概念；(C) 背景和行业部门；(C) 特征（前因、中介和后果）；(M) 先前研究中使用的方法。建议重点：社交媒体营销；社交媒体营销影响者和心理所有权。购买意向和支付意愿；和口耳相传。回顾和未来的研究议程利用了理论、背景、特征、方法论结构：（T）理论和概念；(C) 背景和行业部门；(C) 特征（前因、中介和后果）；(M) 先前研究中使用的方法。建议重点：社交媒体营销；社交媒体营销影响者和心理所有权。