Consumer Brand Connection : The emotional link with fashion retail brands
Rodgers, Dimisha (2014)
Metropolia Ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2014052610107
http://urn.fi/URN:NBN:fi:amk-2014052610107
Tiivistelmä
The purpose of this thesis is to point out the emotional connection consumers have with fashion retail brands and proof that this connection and attachment is essential for the success of fashion retail stores. The research is presenting the awareness of these connections in the fashion industry and showing what they do to maintain it.
With the help of primary and secondary research, the reader will gain an understanding of the fundamentals and the importance of marketing and branding, leaving with the thought of how brands use consumers’ emotions to influence their buying habits.
The research also revealed that there is an emotional connection between fashion retail brands and that consumers associate themselves in all the characteristics of the brand. The research conducted showed that fashion retailers and consumers both value customer loyalty and personal interaction.
With the help of primary and secondary research, the reader will gain an understanding of the fundamentals and the importance of marketing and branding, leaving with the thought of how brands use consumers’ emotions to influence their buying habits.
The research also revealed that there is an emotional connection between fashion retail brands and that consumers associate themselves in all the characteristics of the brand. The research conducted showed that fashion retailers and consumers both value customer loyalty and personal interaction.