Although various studies on brand attachment have been conducted, existing research has focused only on identifying the antecedent and outcome variables of product brand attachment (Belk, 1985; Richins, 1994). Since the importance of emotional aspects of brand attachment is more prominently emphasized for service brands compared to product brands, this study sought to examine the pathway through which customer relationship enhancement activities in service firms affect brand attachment from the perspective of service brand attachment. Customer relationship enhancement activities conducted by firms are carried out by two agents—the firm and its employees—and each of these factors was expected to positively influence self-connection; the positive effects formed through firm-self connection and employee-self connection were expected to transfer to brand-self connection; and ultimately, brand-self connection was expected to positively influence brand attachment. The empirical analysis results showed that higher levels of firm-driven customer relationship enhancement activities (corporate social responsibility activities, customer-oriented policies and procedures, and information benefits) led to higher firm-self connection; higher levels of employee-driven customer relationship enhancement activities (enjoyable interactions, personal bonding) led to higher employee-self connection; higher firm-self connection and employee-self connection led to higher brand-self connection; and higher brand-self connection led to higher brand attachment. This study contributes to brand attachment research by theoretically presenting a pathway to service brand attachment grounded in customer relationship enhancement activities. Additionally, this study provides practical implications for marketers that awareness of the agents of customer relationship enhancement activities is an important element for successful marketing.