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The first publications on the subject of brand attachment date back to a little over twenty years ago. Although this concept is now a fundamental one in marketing research, this article explores it further by pursuing a dual objective. First, it summarizes existing research about brand attachment in order to highlight areas of consensus and disagreement. Second, based on this review, it aims to explore new avenues of research on brand attachment so as to consolidate and extend the concept’s legitimacy in the field of marketing.