Finally, we expect the ultimate, long-term outcome of brand
relationships – namely brand attachment – to be a
determinant of both current purchase behavior and future
purchase intention. As psychological research has shown,
attachment results in approach behavior and a desire to be
with the person one is attached to, both now and in the
future. In the context of brands, it has been shown that a
commitment to a brand saves a customer the cost of seeking
new relations with other brands