Brand Love: Importance and Influencing Factors

Running head: MARKETING RESEARCH PROPOSAL
Marketing research proposal
Name of student
Name of University
Author note

1
MARKETING RESEARCH PROPOSAL
Table of Contents
Introduction................................................................................................................................3
Background................................................................................................................................3
Research aim..............................................................................................................................3
Research objectives....................................................................................................................3
Research questions.....................................................................................................................3
Literature review........................................................................................................................4
Concepts of brand love...........................................................................................................4
Brand trust and commitment..................................................................................................4
Research methodology...............................................................................................................4
Research philosophy...............................................................................................................4
Research design......................................................................................................................5
Sampling method....................................................................................................................5
Data collection........................................................................................................................5
Analysis..................................................................................................................................5
Ethics......................................................................................................................................5
Action plan or project timeline..................................................................................................6
References..................................................................................................................................6

2
MARKETING RESEARCH PROPOSAL
Title: Brand love
Introduction
The brand love or love for a brand comes from the various attributes including the
trust towards a brand, duration of usage for the particular brand product, positive impacts
created by using the brand product, brand holding strong values and likeability of the brand.
All these aspects contribute to the loyalty of customers towards a specific brand, i.e., Tesco,
influence on word of mouth promotions and positive messages and information spread about
the brand as well (Wallace, Buil and de Chernatony 2014). The kind of brand love that is
being talked about has been much more than just enthusiasm and appreciation for the brand
for what has been provided to them by the brand named Tesco. The customers who are
associated with the brand for long time are more likely subjected to enhance their love for the
brand, though based on their experiences with the use of the specific brand products
(Tesco.com 2019).
Background
The background of research illustrates how development of brand love influence the
way customers can remain connected with the brand, furthermore, facilitate brand love and
become loyal customers. The brand love for the customers is based on the level of trust that
they have for the brand, the likeability of brand because of the needs and preferences fulfilled
with the use of Tesco products and also based on the strong values and beliefs managed by
the brand (Albert and Merunka 2013). All these attributes have influenced brand love, which
has also resulted in positive word of mouth promotions, commitment towards the brand and
brand happiness too.

3
MARKETING RESEARCH PROPOSAL
Research aim
The aim of the research is to highlight the importance of brand love among the
customers for Tesco, United Kingdom.
Research objectives
 To identify the various attributes that have influenced the love towards the brand
named Tesco in UK
 To evaluate the various approaches that are undertaken for enhancing the love of
people towards the specific brand in UK
 To assess the probable impacts of strongly held values, identification and likeability
on the brand love for Tesco in UK
 To recommend necessary measures for improving the love for the brand and facilitate
trust and loyalty on the brand
Research questions
What are the various components associated with the influence on brand love for Tesco, UK?
How can the various approaches undertaken by the organisation result in love towards a
brand and positive perceptions that they have on a specific brand?
How can the strongly held values and likeability of brand lead to the enhanced level of trust
and loyalty towards the brand?
What necessary measures are recommended to enhance the brand love for Tesco in United
Kingdom and influence higher engagement of customers?