The extent to which consumers like a brand is reflected by brand attachment, which is widely recognized by academics as an emotional relationship with the brand. Has this relationship always been strong and reliable? Does brand attachment have an impact under the influence of perceived risk? There is a great lack of research in this area and need to investigate. This study explores the methodology of a new model of perceived risk and brand attachment. Using a quantitative approach combining multiple linear regression and structural equation modelling, the analysis of the data revealed that COVID-19 perceived risks of financial, social, physical, psychological, and temporal risks can have a negative impact on brand attachment. In future research, the authors attempt to explore more factors influencing brand attachment, using panel data for a more in-depth study. This study also provides evidence to enrich the empirical research on brand attachment and also brings some lessons for companies' brand management practices.
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