Identifying the effective components in creating a sense of belonging to an intangible concept in the complex social conditions governing brand communities

Our research aim is to deeply understand the structures and components that lead to the creation of consumer attachment in a brand's communities in an environment with high anxiety and avoidance of attachment. To achieve this goal, we used the qualitative approach of in-depth interviews. Even in markets where they are not directly present, brands have loyal customers known as members of that brand's community. In addition to wanting to continue their brand commitment, all the community members advocate it as a missionary. However, the customers of these markets perceive a high level of anxiety and attachment avoidance.