"Making it Mine": Consumers’ Attachments to their Favorite Brands

This research investigates the different ways consumers are connected to brands. Relying on the different theoretical frameworks developed in the previous contributions in consumer research, the papers aims at identifying and structuring the various ways people can feel committed to a favorite brand. Data in the form of narratives from a survey on more than seven hundreds of informants respondents support the development of a taxonomy and the discussion of further lines of research in consumer behavior. Insights on the role of consumers' values, feelings of nostalgia and happy memories, identity creation, and sense of community seem particular intriguing in explaining high levels of brand commitment.