Brand Love: An Empirical Study of Saatchi & Saatchi's Theory of Lovemarks

Open Access
Author:
Erb, Jessica Lynn
Area of Honors:
Marketing
Degree:
Bachelor of Science
Document Type:
Thesis
Thesis Supervisors:
  • Lisa Elizabeth Bolton, Thesis Supervisor
  • Lisa Elizabeth Bolton, Honors Advisor
  • Jennifer Chang Coupland, Faculty Reader
Keywords:
  • brands
  • consumer brand relationships
  • brand love
  • consumer behavior
  • marketing
Abstract:
The key objective of this research study is to apply a theory of brand love developed by the advertising agency, Saatchi &Saatchi, to consumer-brand relationships. The study will verify the validity of Saatchi &Saatchi's theory as a means of assessing brand love and if components of this framework prevent changes in consumer attachment when this loved brand fails the consumer. I tested the relevance and applicability of Saatchi &Saatchi's theory as a tool to assess brand love. Because it was created by an advertising agency, I question its empirical significance. If a particular component protects a brand better than others, I could make the argument that advertisements should highlight this component if they are looking to achieve such a high level of attachment with their consumers. Results from the study showed that some dimensions of the theory, but not all, can be considered predictors of brand love and protectors of a brand’s reputation in the mind of the consumer after a time of crisis.