Abílio Bragança Milheiro

Jun 5, 2024 | mdpi.com | Bruno Sousa |Vasco Santos |Catarina Milheiro |Abílio Bragança Milheiro

1. IntroductionWe currently live in a world of global interaction. When we approach the subject of marketing, senior managers in various organizations and industries assume the importance of learning ways to strengthen the bond with consumers (IBM 2010). This requires a clearer understanding of the components of Brand Attachment and how best to nurture this emotional and cognitive bond between consumers and their favorite brands, known as Brand Attachment.