Does Brand Love Last Forever? : A Study on Turkey’s Lovemarks

Authors

  • Ayben Ceyhan Nişantaşı University
  • Uğur Yozgat Nişantaşı University

DOI:

https://doi.org/10.5195/emaj.2021.222

Keywords:

Marketing, Consumer, Brand Love, Lovemark, Sustainable Brand Love

Abstract

Brand love has become an important concept in both the academic and business worlds. There are some studies in the literature conducted on consumers regarding the brand love, but no study focuses on brands that consumers are in love with. Therefore, to analyze how brand love is created and to identify the components of a sustainable brand love, we conducted a qualitative study on the brands that achieved the lovemark status several times in the survey conducted on the consumers in Turkey. We used the categories in the 2019 lovemark survey, a study conducted by Ipsos for MediaCat magazine every year, as the basis, and we evaluated brands that have been selected as lovemarks in their respective categories at least five times. Our study concluded that the brands created brand love through quality in product or service as well as diversity, customer satisfaction, brand trust, innovative products, sincerity, and emotional intimacy, being a solution-oriented brand, as demonstrated in other studies in the literature, and in addition, by creating social responsibility projects, and being accessible. These brands also made brand love sustainable through reliability, service, relevance, stand behind the promise, innovation, brand image, customer satisfaction, a sense of community, customer experience, emotional bond, trust, people-oriented communication strategy, real-life compatible products and services as well as creation of different experiences.

Author Biographies

Ayben Ceyhan, Nişantaşı University

Department: International Trade and Logistics

Rank: Asst. Prof.

Uğur Yozgat, Nişantaşı University

Department: Management Information Systems

Rank: Prof. Dr.

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Published

2021-09-08

Issue

Vol. 11 No. 1 (2021)

Section

Articles

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