Of late, Park et al. (2009) conceptualize and empirically verify that brand-self connectedness is the most important predictor of brand attachment. It represents the three relational capabilities of the brand: gratifying the self through aesthetic/hedonic experiences, enriching the self through brand concept internalization, and enabling the self through product performance. The importance of brand-self connectedness for constituting brand attachment is also validated in the research results reported by Carlson et al. (2009).