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Love of brand: a story of an on-going romance
Högskolan Kristianstad, Sektionen för hälsa och samhälle.
Högskolan Kristianstad, Sektionen för hälsa och samhälle.
2012 (engelsk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

Today, in a world of consumption where almost everything is branded, every consumer has a brand that they love, a so called lovemarks. Nowadays, it takes more than just a commercial to make consumers stay committed to a brand. Consumers need to relate on a more personal level. There lies a deep rooted love, consistent over long periods of time, making the luxury brand consumer’s one the most loyal consumers in the world. Consequently, it is the consumers that decide what a lovemarks is, and why they go back to repurchasing that brand again, a kind of on-going romance between consumer-brand.

 

The purpose of this dissertation is to explore why consumers develop emotional attachment and loyalty towards brands, leading to a long-lasting, devoted relationship between the consumer and the brand. The aim is to find out elements that are needed to love a brand consistently. The outcome of this study will provide a better look into the consumer’s attitude towards lovemark brands.

 

A qualitative study has been performed on consumer attitudes towards their lovemarks brand, and the language they use when describing their motive to stay loyal to their brand of preference. Furthermore, the view of what elements are needed for them develop emotional attachment towards that brand is explored.

 

The conclusion of this dissertation is that in order for consumers to develop loyalty and emotional attachment to brands, they need the elements of emotion, quality, trust, image, timeless fashion, and tradition. These elements combined, make the ultimate consumer that many brands want to have. 

sted, utgiver, år, opplag, sider
2012. , s. 56
Emneord [en]
Lovemarks, Brand Preference, Brand Love, Consumer Behaviour, Repurchase Intent, Emotional Attachment, Consumer Loyalty
HSV kategori
Identifikatorer
URN: urn:nbn:se:hkr:diva-9667OAI: oai:DiVA.org:hkr-9667DiVA, id: diva2:549164
Utdanningsprogram
Degree of Bachelor of Science in Business and Economics
Presentation
2012-06-08, Kristianstad University, Kristianstad, 14:00 (engelsk)
Uppsök
Social and Behavioural Science, Law
Veileder
Examiner
Tilgjengelig fra: 2012-09-03 Laget: 2012-09-03 Sist oppdatert: 2012-09-03bibliografisk kontrollert

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BBA Dissertation 2012-Love of Brand-Kristianstad University by Berivan Amin & Malin Danielsson(668 kB)4016 nedlastinger
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