Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

The Emotional Bond: Exploring Emotional Brand Attachment in the Direct-to-Consumer (D2C) Model

Pedrotti, Luca LU and Andersson, Oskar LU (2025) BUSN39 20251
Department of Business Administration
Abstract
Title: The Emotional Bond: Exploring Emotional Brand Attachment in the Direct-to-Consumer (D2C) Model
Course: BUSN39 - Degree Project in Global Marketing
Authors: Oskar Andersson, Luca Pedrotti
Supervisor: Jon Bertilsson
Purpose: The study aims to uncover the key drivers that foster emotional brand attachment within the D2C model.
Methodology: A qualitative research design was employed and data was collected through 13 semi-structured interviews with Swedish consumers who regularly engage with D2C brands.
Key Findings: The study reveals that emotional brand attachment in the D2C model is primarily driven by the concepts of empowered personalization and functionally embedded emotionality. Consumers form strong bonds when brands become... (More)
Title: The Emotional Bond: Exploring Emotional Brand Attachment in the Direct-to-Consumer (D2C) Model
Course: BUSN39 - Degree Project in Global Marketing
Authors: Oskar Andersson, Luca Pedrotti
Supervisor: Jon Bertilsson
Purpose: The study aims to uncover the key drivers that foster emotional brand attachment within the D2C model.
Methodology: A qualitative research design was employed and data was collected through 13 semi-structured interviews with Swedish consumers who regularly engage with D2C brands.
Key Findings: The study reveals that emotional brand attachment in the D2C model is primarily driven by the concepts of empowered personalization and functionally embedded emotionality. Consumers form strong bonds when brands become integrated into their daily routines of their daily lives, offer tailored and seamless experiences and foster a sense of belonging through authenticity and community.
Implications: The study contributes theoretically by extending emotional brand attachment theory to D2C contexts, introducing concepts such as functionally embedded emotionality and empowered personalization. Practically, it offers insights for D2C marketers on how to strengthen consumer intimacy through personalized interactions, transparent communication, and community-driven branding strategies.
Keywords: Emotional Brand Attachment, Direct-to-Consumer (D2C), Brand Relationships, Functionally Embedded Emotionality, Empowered Personalization. (Less)
Please use this url to cite or link to this publication:
author
Pedrotti, Luca LU and Andersson, Oskar LU
supervisor
organization
course
BUSN39 20251
year
type
H1 - Master's Degree (One Year)
subject
keywords
Emotional Brand Attachment, Direct-to-Consumer (D2C), Brand Relationships, Functionally Embedded Emotionality, Empowered Personalization
language
English
id
9205113
date added to LUP
2025-06-30 12:15:37
date last changed
2025-06-30 12:15:37
@misc{9205113,
  abstract     = {{Title: The Emotional Bond: Exploring Emotional Brand Attachment in the Direct-to-Consumer (D2C) Model
Course: BUSN39 - Degree Project in Global Marketing
Authors: Oskar Andersson, Luca Pedrotti
Supervisor: Jon Bertilsson
Purpose: The study aims to uncover the key drivers that foster emotional brand attachment within the D2C model.
Methodology: A qualitative research design was employed and data was collected through 13 semi-structured interviews with Swedish consumers who regularly engage with D2C brands.
Key Findings: The study reveals that emotional brand attachment in the D2C model is primarily driven by the concepts of empowered personalization and functionally embedded emotionality. Consumers form strong bonds when brands become integrated into their daily routines of their daily lives, offer tailored and seamless experiences and foster a sense of belonging through authenticity and community.
Implications: The study contributes theoretically by extending emotional brand attachment theory to D2C contexts, introducing concepts such as functionally embedded emotionality and empowered personalization. Practically, it offers insights for D2C marketers on how to strengthen consumer intimacy through personalized interactions, transparent communication, and community-driven branding strategies.
Keywords: Emotional Brand Attachment, Direct-to-Consumer (D2C), Brand Relationships, Functionally Embedded Emotionality, Empowered Personalization.}},
  author       = {{Pedrotti, Luca and Andersson, Oskar}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The Emotional Bond: Exploring Emotional Brand Attachment in the Direct-to-Consumer (D2C) Model}},
  year         = {{2025}},
}