Brand attachment towards functional, symbolic and hedonic brands

Fashionable brands need to develop brand attachment so that their consumers become fans and act as apostles by recommending them. But how can companies develop brand attachment? This paper aims to investigate, on the one hand, the role of four drivers of brand attachment (perceived quality, brand personality, credibility and awareness) and three effects (loyalty, buying intention and perceived risk). On the other hand, three groups of fashionable brands with different positioning strategies are compared to analyze if the brand positioning strategy moderates the proposed relationships in the analyzed country.