Our research aims to study the impact of family firm image on brand loyalty and purchase intention. Our study also examines the mediating role of brand attachment on the relationship between family firm image and brand loyalty. Furthermore, our study analyzes the moderating role of attachment style (i.e., anxiety) and mediating role of brand attachment on the relationship between family firm image and purchase intention. Primary data was collected from 180 customers of Nishat Linen in Lahore through a convenience sampling technique. Our empirical findings support our hypotheses that family firm image has a significant positive impact on brand loyalty and purchase intention. In addition, results indicate that brand attachment influences customers' attitudes and customers prefer their family perceived brand over other brands. Moreover, our findings support a moderated mediation model.

Keywords: Attachment style, Brand Attachment, Brand loyalty, Family firm image, Purchase intentions