Brand Attachment in the Digital Age: A Qualitative Study of Online Shopping Experiences

Abstract

In the context of a rapidly expanding digital marketplace, the relationship between consumers and brands is undergoing profound transformation. This study explores how online shopping experiences influence brand attachment, a key emotional bond that fosters long-term consumer-brand relationships. While previous research has largely focused on transactional aspects of e-commerce, few studies have examined the emotional and experiential dimensions that shape brand attachment in digital environments. Adopting a qualitative approach, this research draws on semi-structured interviews to capture consumers’ narratives and subjective interpretations of their online purchasing experiences. The findings reveal that personalization, perceived value, ease of use, and emotional resonance play a central role in strengthening or weakening brand attachment. This study contributes to a deeper understanding of brand-consumer relationships in the digital age and provides valuable insights for marketers seeking to foster emotional loyalty through enriched online experiences.