Love Mark Theory: The Role of Brand Love and Brand Respect in Creating Brand Loyalty

Abstract

Throughout the branding literature brand loyalty has been an extensive area of research. Today’s consumer has a brand that he loves and respects the most termed as love mark. However, the concept “Love mark theory” got little attention in studies conducted previously. The need for present research allowed to explore how variables of brand love, brand respect and sensuality leads to attainment of brand loyalty, ultimately. The primary objective of the study was to explore Kevin Roberts love mark concept that is said to revolutionize the way we consumers traditionally viewed brands. The thesis aims to enlighten how branding evolution occurred and the shift from traditional to marketing as well as consumer psychology perspective. The study aims to present the literature that puts light on all that is required for a product to be termed as love mark. The survey was conducted for present research and online questionnaire strategy aided its successful data collection phase. The target sample was residents of Islamabad and Rawalpindi, 300 respondents were participants of this research. SPSS software was used for data entry and interpretation. The proposed hypotheses were tested using various tests inclusive of which were the test for reliability, correlation test and the regression analysis. The outcome of tests showed existence of positive relationship among the study variables. It was observed that brand love, sensuality and brand respect leads to brand loyalty. The research as a whole has a likely significant value and contribution as well as implications for growing market that transformed their products from just brands to customer favorite love marks that are loved beyond reason. The outcome of the dissertation helps understand the framework of a user’s behavior regarding his beloved love mark brand and how this can help a customer stay loyal to a brand. Also, the conclusion section explains the results and how the companies can benefit possessing a love mark. The recommendation section highlights how this love mark research can be strengthened in future by encapsulating more variable like mystery and intimacy that can also help form love marks and attain brand loyalty. The thesis highlights that behavior of consumer is not only impacted by reason but also emotions. The study tried to provide insights in to the love marks and how brand love respect and sensuality can lead to loyalty that is compulsory to survive and thrive in this ultracompetitive world of brands around us.