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Lovemark, a concept developed by Kevin Roberts, unites rational and emotional connections between brands and consumers as a concept. This concept aims to create consumer loyalty that goes beyond traditional brand loyalty. The Lovemark strategy seeks to transform brands into elements that are not only respected but also loved and passionately embraced. According to Roberts, traditional brands offer consumers value and quality, while Lovemarks appeal to the heart. Therefore, when consumers form a

Lovemark is a concept developed by Kevin Roberts that unites rational and emotional connections between brands and consumers. This concept aims to create consumer loyalty that goes beyond traditional brand loyalty. The Lovemark strategy seeks to transform brands into elements that are not only respected but also loved and passionately embraced. According to Roberts, traditional brands offer consumers trust and quality, while Lovemarks appeal to their hearts. Therefore, when consumers form a bond