We extend the domain of studies on attachment as driver of brand loyalty in industrial markets.

We examine the existence of brand and product attachment in an industrial context and test their influence on brand loyalty.

We develop and test a theoretical framework by drawing on the theory of attachment and on the theory of self-expansion.

Brand attachment directly drives brand loyalty and mediates the relationship between product attachment and brand loyalty.

This is the first research to combine brand and product attachment in the same empirical design.