Purpose – In this paper we examine the role of attachment in consumer brand relationships and its links with constructs such as trust, satisfaction, commitment and behavioral loyalty.

Design/methodology/approach – this paper is based on exploratory and confirmatory studies that provide a model that explains the relationship between brand attachment and its outcomes. A structural equation modeling is used to assess the hypothetical links

Findings – The findings of the structural model confirm the majority of the hypothesised relationships. Brand attachment is considered as an important input to brand commitment for utilitarian product.

Originality/value – Few studies have attempted to model the relationship between brand attachment and its antecedents and outcomes. This research focused also on a particular utilitarian product that is not –apparently- emotional laden.