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The Secret of Love: A Case of Lovemarks

Esmailzadeh, Elnaz; Meral, Seda and Agilonu, Hayriye Begüm (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)
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author
Esmailzadeh, Elnaz; Meral, Seda and Agilonu, Hayriye Begüm
supervisor
organization
year
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},
  keyword      = {Lovemarks,Brand Relationship,Brand Love,Emotional Attachment,Emotional Branding,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {The Secret of Love: A Case of Lovemarks},
  year         = {2010},
}