Ali, Fatma, Enaba, Prof. Dr. Hala Mohamed Labib. (2024). Lovemarks influence on Luxury Brands Emotional Attachment in Egypt. المجلة العلمية للدراسات والبحوث المالية والإدارية, 16(4), 46-67. doi: 10.21608/masf.2024.296073.1121
Fatma Ali; Prof. Dr. Hala Mohamed Labib Enaba. "Lovemarks influence on Luxury Brands Emotional Attachment in Egypt". المجلة العلمية للدراسات والبحوث المالية والإدارية, 16, 4, 2024, 46-67. doi: 10.21608/masf.2024.296073.1121
Ali, Fatma, Enaba, Prof. Dr. Hala Mohamed Labib. (2024). 'Lovemarks influence on Luxury Brands Emotional Attachment in Egypt', المجلة العلمية للدراسات والبحوث المالية والإدارية, 16(4), pp. 46-67. doi: 10.21608/masf.2024.296073.1121
Ali, Fatma, Enaba, Prof. Dr. Hala Mohamed Labib. Lovemarks influence on Luxury Brands Emotional Attachment in Egypt. المجلة العلمية للدراسات والبحوث المالية والإدارية, 2024; 16(4): 46-67. doi: 10.21608/masf.2024.296073.1121
Lovemarks influence on Luxury Brands Emotional Attachment in Egypt
1Faculty of Commerce, English Secttion, Cairo University
2Professor of Marketing and Entrepreneurship Business Administration Department Faculty of Commerce, Cairo University, Egypt
تاريخ الاستلام: 07 يونيو 2024،
تاريخ المراجعة: 20 أغسطس 2024،
تاريخ القبول: 02 نوفمبر 2024
المستخلص
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.
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