How emotional branding strategies are perceived by consumers and increase their brand love? Djerf Avenue Case Study

Abstract

This thesis investigates how emotional branding strategies are perceived by consumers and their crucial role in fostering brand love. The study centers on the fashion brand, Djerf Avenue, celebrated for its successful emotional branding. The study employs a combination of customer interviews and netnography to investigate the effectiveness of these strategies and their impact on overall consumer behavior. The findings underscore the vital role of emotional branding in shaping consumer perceptions and fostering brand love. Djerf Avenue's success lies in aligning with consumer values, emphasizing authenticity and community, and contributing to a deep and lasting connection between customer-brand. The analysis reveals that Djerf Avenue has successfully cultivated a strong emotional connection with its audience by emphasizing inclusivity, sustainability, authenticity, communitybuilding, quality, ethical production, social media exposure, authenticity, and the influential role of the founder, Matilda Djerf. In conclusion, this research contributes valuable insights into how emotional branding strategies can establish profound and lasting connections between brands and consumers. By applying these insights, brands can enhance their emotional branding efforts, shape strong consumer perceptions, and cultivate brand love. The study contributes valuable insights for both academic and practical applications, offering a nuanced understanding of emotional branding, consumer perception, and brand love. At the end of the study, future research directions are also provided.