45

Our study evaluates and compares the influence of brand attachment and brand love on brand engagement. This study also examines the mediating role that interpersonal attachment styles may play in this influence. A survey was conducted on a sample of 480 young adults (aged 18–24), who were asked about the brand of cell phone they used. Statistical analyses confirm that engagement is influenced by both love and attachment, although attachment is a slightly better predictor than love. These analyses also show that while the influence of brand attachment on engagement applies to all interpersonal attachment styles, that of love is more associated with the fearful-avoidant style than with the secure style. Based on these results, we consider what marketing strategy a brand should adopt in order to generate engagement.