3.5. Brand Attachment In this study, brand attachment refers to the strength of the bond connecting the brand with the self. This bond includes a rich and accessible memory network of thoughts and feelings about the brand and the brand's relationship to the self [Park et al 2010]. Brand attachment is a critical driver of brand equity [Park et al 2010]. Consumers for whom the brand-self connection is high, and for whom associations are also prominent, may be more likely to engage in relationship-sustaining behaviors. Thus, there may be greater brand equity in the form of brand loyalty when both brand-self connection and prominence are high [Park et al 2010]. Brand equity is created when customers tend to pay more for an identical level of the product or service quality because of their attachment to the brand [Mohebi1 and Khani 2014]. Individuals who have a strong brand-self connection are more likely to incorporate the brand into their lives and enthusiastically adopt the brand's values as their own, thereby increasing brand equity [Chang et al 2015]. Thus, we hypothesize as follows.H6: Brand attachment positively affects brand equity.