Despite the strong appeal of iconic brands, research on how consumers form attachments and loyalty to them has been limited. To fill this knowledge gap, this research is aimed at identifying factors that may determine consumers’ emotional attachment and ensuing loyalty to iconic brands, focused on brand personality, cultural disposition, and social media activity as influencing factors. To accomplish this, a survey was administered on the general population available on Amazon Mechanical Turk (Mturk) (n=759). Empirical results from a multi-level linear regression model indicates that brand personality, cultural disposition and social media activity influence both loyalty and attachment to iconic brands. Detailed findings are presented. Lastly, theoretical and managerial implications, limitations and future research directions are discussed. Keywords: iconic brands, brand personality, Hofstede’s cultural dimensions, social media, emotional attachment to brands, brand loyalty.