The Secret of Love: A Case of Lovemarks

Sammanfattning: 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.