Executive Summary 3
Introduction 4 Theoretical Background 4 Brand Love Scales 4 Definition of Love 5 Personality of Brand 5 Image of the Brand 5 Brand Love’s Elements 6 Brand Romance 7 Brand Attitude 7 Brand Loyalty 7 Fashion Brands Love 8 Brand Love in Cell Phone Industry 8 Brand Love Creation by the Companies 8 Apple/Samsung/Huawei 8 PepsiCo 9 Benetton 9 Conclusion 9
BIBLIOGRAPHY 10
Executive Summary Brand love is a relatively new phenomenon actively discussed by the scholars and marketing professionals. Brand love is necessary for the modern companies to successfully attract and retain their customers. Moreover, it helps to convince ...