Implications of Lovemark Theory: A Study on Discreet Brands


  • D David Winster Praveenraj
  • Megha Pandey
  • Melvin Victor
  • Aarthy Chellasam
  • Aishwarya Nagarathinam



The aim of this study is to analyze whether discreet brands can be a Lovemark by using empirical research methods. Discreet brands are unspoken by people. Nowadays, almost everything is labelled in the world of product use, and every user has a favourite brand to which they have emotional bonding referred to as Love marks. It takes more than a commercial these days to keep customers loyal to a company. Consumers must be able to connect on a more personal level. There is a deep-seated passion that has lasted for a long time, making the luxury brand customer one of the most loyal consumers all over the world. As a result; customers evaluate what a Lovemark is and why they continue to repurchase the brand, resulting in a kind of ongoing relationship of brand with the customer. The aim of this dissertation is to investigate why consumers form emotional attachments and loyalty to brands, resulting in a long-term, devoted relationship between them. Particularly selected is the discreet product - Sanitary Napkins from top brands in India.




How to Cite

D David Winster Praveenraj, Megha Pandey, Melvin Victor, Aarthy Chellasam, & Aishwarya Nagarathinam. (2023). Implications of Lovemark Theory: A Study on Discreet Brands. Migration Letters, 20(3), 477–491.