... challenge (Malär et al., 2011). To understand it in the human brand (SMI)–follower relationship, Attachment theory (Ainsworth and Bowlby, 1991) provides the theoretical support. Attachment theory is rooted in a parent-infant relationship where a child seeks protection and, in response, builds...

...) , such strong attachments may include “human brands” (i.e. celebrity movie actors and the characters they role-play). As Thomson notes, this premise is strongly supported by attachment theory (which posits that individuals develop attachments toward others because of an innate desire for acceptance) and well...