Customers tend to form strong bonds with the brands and attach firmly to them, which may eventually impact purchasing intentions and enhance customer loyalty. This study intends to investigate the intellectual structure and existing performance trends of the extant literature on brand attachment. We accomplish this goal by employing a bibliometric analytical toolbox and visualization tools: VOSviewer and Bibliometrix-R. The relevant data were retrieved from the two most prominent and most significant abstract and citation databases, that is, Scopus and Web of Science. This study examines the dataset from several aspects. It identifies the most prominent authors, the most cited articles and the most relevant journals, hence deciphering the performance of the field. Then, a co-occurrence analysis was conducted, deciphering the field’s intellectual structure. Further, we mention significant implications for practitioners and managers interested in the topic. Finally, we orchestrate future research lines from two aspects, first delineated from recent works and from thematic clusters generated using co-occurrence analysis.

Brand attachment, systematic literature review, bibliometric analysis, customer involvement, brand experience

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