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Sammanfattning: This report explores the dynamics of consumer behavior, with a particular focus on brand loyalty and engagement. Through qualitative interviews with five participants, the study examines how individuals’ characteristics, such as background, interests, and lifestyle, influence their relationship with brands. Participants reflect on various aspects of loyalty and how they associate brands with their own identity and status. The report also discusses the impact of perceived quality and price on purchase decisions, as well as how participants’ economic situation and personal values guide their consumption patterns. The study identifies different status platforms,åhich are criteria individuals use to assess and achieve status in various areas, such as career success, appearance, and consumption patterns. Participants’ interactions with brands such as Nike, Rolex, and IKEA are analyzed to understand how these brands are perceived in terms of quality, affordability, and status. Participants’ views on brands and their purchasing behaviors are discussed in relation to these status platforms,änd how they reflect individual identity and values. The report highlights that individuals’ characteristics and personal preferences play a central role in brand engagement, rather than the inherent characteristics of the brand itself. The study contributes to a deeper understanding of brand loyalty and challenges traditional perceptions of consumer behavior by illustrating the complexity and diversity in how individuals interact with and experience brands. The report concludes with a discussion about, among other things, the reliability and validity of the research methodology, our insights and conclusions, and suggestions for future research in the field.