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This study, for the first time, aims to integrate brand attachment as an antecedent of brand love and both, affective commitment and brand trust as mediators between brand love and loyalty. It is also the first time that differences between male and female consumers’ perceptions on this topic have been compared in literature. On the basis of previous research, a model was developed and validated using consumers who bought one of three car brands: Toyota, Ford and Renault. Living in three regions of Portugal, the sample consisted of consumers who bought a new car 2 years before the research and had declared being satisfied with the purchase. The model is tested in the context of a non-hedonic product, differing from the common perspective that focuses on hedonic products. Hypotheses were tested by employing multi-group structural equation modeling. Findings suggest that brand attachment is …