Based on the attachment theory and previous brand personality studies, this study proposes a theoretical model to explore the effects of anxiety attachment and avoidance attachment of consumers on brand intimacy and attitudinal brand loyalty of consumers, and to explore the moderating effects of brand personality on the effects of anxiety attachment and avoidance attachment on brand intimacy and attitudinal brand loyalty. This study collected the samples of students and young people in Taichung by the survey method, and empirically tested the proposed theoretical model with structural equation modeling, producing the following conclusions. Anxiety attachment has positive influences on b rand intimacy and attitudinal brand loyalty, and avoidance attachment has negative influences on brand intimacy and attitudinal brand loyalty. In terms of moderating effects, sincere brand personality significantly reinforces the positive relationship between anxiety attachment and brand intimacy, but the other hypothesized moderating relationships are not significant.