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The purpose of this paper is to identify the influence of future anticipation toward the development of brand relationship which finally creates brand loyalty. Brand loyalty has fascinated a number of researchers to conduct studies for so many years; however, its relationship with future anticipation has remained untouched by academia.

This study proved the proposed conceptual model using structural equation modeling. The empirical approximated for the main-effects model and model goodness of fit indexes. The results signified a good fit of the data to our conceptual model in both samples.

The research shows that the influence of future anticipation is very essential in creating a brand relationship, autobiographical memory or even market performance and all in Asia; also Europe has similar significance with regard to this matter. Thus, it is important for companies to emphasize the importance of future anticipation and also delivers or informs it well to customers to create a positive perception in customers’ mind.

Future anticipation concept is anchored in philosophy theory and psychology. With respect to the study objectives, the focus is on the perspective of time which refers to thought and attitude toward past, present and future. In exploring what kind of behavior is related with future, the authors views are based on the futurology, a concept from sociology that studies generalizations about the nature of prediction. Blending these two theories, the authors elaborate a conceptual framework for the study of future anticipation and brand loyalty.