Lovemarks influence on Luxury Brands Emotional Attachment in Egypt | ||||
| المجلة العلمية للدراسات والبحوث المالية والإدارية | ||||
| Article 2, Volume 16, Issue 4, December 2024, Page 46-67 PDF (307.24 K) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/masf.2024.296073.1121 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
Fatma Ali   1; Prof. Dr. Hala Mohamed Labib Enaba* 2
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| 1Faculty of Commerce, English Secttion, Cairo University | ||||
| 2Professor of Marketing and Entrepreneurship Business Administration Department Faculty of Commerce, Cairo University, Egypt | ||||
| Abstract | ||||
| This study thoroughly examines the influence of lovemarks theory on the emotional connections established with luxury brands in the Egyptian market. The objective is to understand the complex correlation between brand love and respect, and their pivotal function in influencing consumer loyalty and emotional attachments. The study adopts a positivist perspective and employs quantitative approaches, notably a cross-sectional survey performed among 440 customers of luxury companies. The findings reveal that brand love and respect have a considerable influence on emotional attachment, with love having a stronger impact. The findings highlight the crucial significance of emotional aspects in establishing consumer-brand connections, surpassing just logical considerations. Although the study only examines Egyptian consumers and luxury fashion labels, which restricts its applicability to a broader context, it provides exceptional insights into the emotional foundations of brand loyalty. The research offers a strong and reliable structure for future studies, highlighting the importance of taking emotional variables into account in marketing strategies and brand management in order to cultivate stronger consumer ties and increase loyalty. | ||||
| Keywords | ||||
| Keywords: lovemarks; love; respect; luxury brands emotional attachment | ||||
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