The Secret of Love: A Case of Lovemarks
(2010)Department of Business Administration
- Abstract
- Purpose: Our aim is to provide a better understanding of the love that consumers have for their brands and which factors that have an essential role in order to be a loved brand. Methodology: We have chosen to use an iterative approach to our qualitative study. Implementation of nine personal interviews has taken place, after a semi-structured approach. Theoretical perspective: The theories involve both consumer behavior and branding in new era in order to give a modern perspective in these areas. The theories selected concern aspects related to emotional branding, multi-sensory marketing, customer satisfaction and brand relation. Empirical data: Our empirical information consists of the nine in-depth interviews conducted. From these, we... (More)
- Purpose: Our aim is to provide a better understanding of the love that consumers have for their brands and which factors that have an essential role in order to be a loved brand. Methodology: We have chosen to use an iterative approach to our qualitative study. Implementation of nine personal interviews has taken place, after a semi-structured approach. Theoretical perspective: The theories involve both consumer behavior and branding in new era in order to give a modern perspective in these areas. The theories selected concern aspects related to emotional branding, multi-sensory marketing, customer satisfaction and brand relation. Empirical data: Our empirical information consists of the nine in-depth interviews conducted. From these, we have done our analysis. Conclusions: After using Lovemark as a tool to investigate brand love, it is concluded that brand love, which is affected by sensuality, intimacy and respect, is a result of long term relationship between consumer and brand. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1625597
- author
- Esmailzadeh, Elnaz ; Meral, Seda and Agilonu, Hayriye Begüm
- supervisor
- organization
- year
- 2010
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Lovemarks, Brand Relationship, Brand Love, Emotional Attachment, Emotional Branding, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1625597
- date added to LUP
- 2010-06-03 00:00:00
- date last changed
- 2012-04-02 18:22:42
@misc{1625597,
abstract = {{Purpose: Our aim is to provide a better understanding of the love that consumers have for their brands and which factors that have an essential role in order to be a loved brand. Methodology: We have chosen to use an iterative approach to our qualitative study. Implementation of nine personal interviews has taken place, after a semi-structured approach. Theoretical perspective: The theories involve both consumer behavior and branding in new era in order to give a modern perspective in these areas. The theories selected concern aspects related to emotional branding, multi-sensory marketing, customer satisfaction and brand relation. Empirical data: Our empirical information consists of the nine in-depth interviews conducted. From these, we have done our analysis. Conclusions: After using Lovemark as a tool to investigate brand love, it is concluded that brand love, which is affected by sensuality, intimacy and respect, is a result of long term relationship between consumer and brand.}},
author = {{Esmailzadeh, Elnaz and Meral, Seda and Agilonu, Hayriye Begüm}},
language = {{swe}},
note = {{Student Paper}},
title = {{The Secret of Love: A Case of Lovemarks}},
year = {{2010}},
}