Brand engagement vs. brand attachment: which boundaries?

The aim of the paper is to analyse similarities and differences between the brand engagement and the brand attachment constructs. Theimportance and role of these two concepts in an exchange context andparticularly in the brand loyalty process framework is first stressed in this article. Each of these constructs is thereafter defined and presented in regard with its theoretical anchoring, dimensionality and operationalization. A discussion of the limits and boundaries of the two concepts is presented in a third step, pointing out the confusion that is made by some authors between attachment construct and the affective dimension of brand engagement construct. A comparison of the two concepts is finally made based on a set of criteria.