Proceedings of the 66th Annual Conference of the International Textile and Apparel Association
"Lovemarks" theory suggests a company/brand must create a lovemark to build customer loyalty by providing the consumer with three elements of experience: a sense of mystery, sensuality, and intimacy.
International Textile and Apparel Association, Inc.
Cho, Eunjoo and Fiore, Ann Marie, "Scale Development of the Lovemark Experience for Fashion Brands" (2009). Apparel, Events and Hospitality Management Conference Proceedings and Presentations. 92.