The Impact of Brand Love in Building Brand Loyalty Among Young Consumers

Abstract

In 2013 she graduated from Faculdade de Letras da Universidade do Porto with a Licenciate Degree in Communication Sciences. During her curricular experience, she did an internship in Jornal de Notícias, in the online section of the publication. She also developed some pieces to International and Culture sections. Also, in the same year, she collaborated as a Communication and Marketing Assistant in AP | PORTUGAL-Language Services, a translation company based in Oporto, Portugal. She also collaborated with the International Relations and Information Department (IRID) of the company, responsible for the institutional and business relations with language service companies worldwide. In 2014, she started frequenting the Master in Marketing of Faculdade de Economia da Universidade do Porto, which includes the following Master Dissertation. In 2016, she was selected as one of the finalists representing Faculdade de Economia da Universidade do Porto at L'Oreal Brandstorm Challenge. In the same year, she started an internship in Marketing Direction of Sonae MC. Currently, she is Brand Manager Assistant in the same marketing department representing KASA, Bagga, Contemporal and Seguros Continente brands. She's also responsible for the communication of Sonae's commercial galleries. iii Acknowledgements First, and above all, I would like to express all my thankfulness to my supervisor, Professor Amélia Maria Pinto da Cunha Brandão for all the support, help and advices during this journey which has not been easy all the way. She made sure I was always kept me inner strength and never give up. To my family, in particular to my parents and siblings, for being a stable rock all along the way. They always believed in me and helped me during the most difficult parts of this journey. Thank you for all the right-hug-time. To all my friends, whom I have been neglecting for the past months. Thank you for always believing and supporting me and for being always comprehensive about all the times I couldn't make it to social events. To Eduardo, Helena, Lúcia, Marta, Filipa, Margarida, Joana and Inês a special thank you for all the times they offered to help or just to know how I was doing. Their recognition and support, kept me on track. Last but not least, to Pedro. Thank you for always believing in me even when I didn't. Thank you for the support in the moments of more stress or the times I became so badtempered and blue. Thank you for being suportive about all the things I had to make you miss.