LOVEMARKS: The emotional attachment of loving a brand
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The purpose of this dissertation is to explore why consumers develop a deep emotional attachment towards luxury brands, since luxury brand consumers are considered to be the most loyal consumers in the world. This thesis will be developed through the concept of “love mark”, the brand love that consumers feel for a certain brand trying to offer a better understanding of this consumer-brand relationship. In this thesis will also be determined which are the elements that influence the creation of the loyalty and the emotional attachment the consumers have towards brands.
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