CONTEMPORARY APPROACHES IN THE ANALYSIS OF ECONOMIC PERFORMANCES
BRAND LOVE: EXPLORING BRAND LOYALTY AND THE LOVEMARK EXPERIENCE
Steliana Vasileva, Penka Goranova
Abstract: The importance of brand loyalty, for the management of marketing strategies and activities, is of particular importance to companies as competition is fierce; there is little differentiation between the branded products; consumers are constantly tempted by attractive offers on the market. These, as well as other factors, prove that it is important to keep current loyal customers of the brand and to generate new ones. The objective of the research is to explore why consumers develop a deep emotional attachment towards brands. The current paper is developed by using the concept of a “love mark” – a brand that the consumers love – and tries to offer a better understanding of this consumer-brand relationship. Moreover, the elements that influence the creation of the loyalty and the emotional attachment the consumers have towards brands are also discussed.
Keywords: brand loyalty, emotional attachment, branding, lovemarks, brand love
Published: p. 111-121
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