Brand attachment is formed as a result of customers' strong emotional connection with a brand, whereby customers consider the brand a part of their self-concept. But what factors cause the desire to belong to the brand to continue in the situation when the brands disappoint their customers? The purpose of this research is to identify and deeply understand those structures and components that lead to the creation, maintenance or strengthening of brand loyalty, in situations where brands have disappointed their customers. To achieve this goal, we used the qualitative research method approach by conducting in-depth interviews in the form of Zaltman's metaphor extraction technique. In this research, the Apple brand was chosen for study because it created many restrictions for Iranian consumers. In this way, customers attached to Apple in Tehran were considered as a statistical population. After conducting 17 interviews and achieving theoretical saturation, the findings showed that 18 main constructs play a role in creating brand attachment. Considering that today, despite the globalization of many commercial and economic activities, almost no brand has the ability to be present and operate directly in all international markets; Therefore, as a solution derived from the findings of this research, creating and strengthening the sense of belonging in customers can maintain and increase the elasticity of demand in these markets, regardless of obstacles and restrictions.