Brand Attachment

Brand attachment is defined as "the emotional connection between humans and brands" it is believe that just as people can be attached to another human, they can also be attached to a brand. An example is those who love coffee will have a favourite brand such as Kenco, Nescafe, Carte Noire. Reasons for people to be attached to certain brands such as Kenco are because of their clever branding and use of adverts such as the coffee Vs gangs 

It is not stereotypically positive emotions which guarantee a satisfied customer, occasionally negative emotions such as fear can lead to positive experiences too. Thrilling experiences such as riding a rollercoaster initially spark negative emotions however it is usually regarded as a positive experienced after these fears are overcome. These mixed emotions help people develop brand loyalty to certain theme parks. Emotional attachment takes time to develop, it is all the experiences and interactions that a person has had with a brand over time and is a more permanent.