Understanding emotional connections in luxury fashion brands

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bachelor_Vepsäläinen_Siiri_2025.pdf (729.54 KB)

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School of Business | Bachelor's thesis
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Date

2025

Department

Markkinoinnin laitos

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Mcode

Degree programme

Markkinointi

Language

en

Pages

38

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Abstract

This thesis examines the complex dynamics of consumer relationships with luxury fashion brands, focusing on the drivers of emotional value and the tension between brand exclusivity and digital accessibility. The study investigates key psychological and symbolic factors that influence strong emotional outcomes like brand love and brand loyalty. Based on empirical evidence from multiple international markets, findings confirm that luxury fashion brand relationships are fundamentally emotionally driven. Strong brand love and loyalty are positively influenced by affective (feelings) and activation (behavioural) engagement, but cognitive processing (rational analysis or information searching) has no significant positive impact on these relationships. Furthermore, a central finding highlights a critical challenge for LFB: overly active and friendly brand-consumer engagement on social media can cause paradoxes. The results of this thesis offer a strong strategic mandate: LFB management must prioritize the communication of symbolic and aesthetic value, be selective on social media to maintain psychological distance and focus on building emotional attachment as a defence against brand dilution and discourage counterfeit purchases on emerging economies.

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Thesis advisor

Mikkonen, Ilona

Keywords

luxury fashion brands, symbolism, brand love, customer engagement

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https://urn.fi/URN:NBN:fi:aalto-202601181407

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[kand] Kauppakorkeakoulu / BIZ (Open Access)