Attachment and recognition within a community define a sense of belonging. This feeling is crucial in various fields, such as brand loyalty and human resource management. Indeed, cultivating such a feeling can foster customer loyalty by integrating them into a brand’s “community.” For example, Starbucks cultivates this feeling by using its own unique language to name coffee sizes (tall/grande/venti/trenta) and by printing names on the cups. Creating a specific atmosphere can thus strengthen this essential sense of belonging.