How Lowe’s discovered a path to passionate consumer-brand relationships

This event report discusses how Lowe's - the American chain of home-improvement and appliance stores - gained a deeper understanding of consumer relationships, both relating to the big-box retail sector as a whole and its own brand.

How Lowe’s discovered a path to passionate consumer-brand relationships

Geoffrey PrecourtWarc

For Kim Cameron, senior market research manager at Lowe's – the American chain of home-improvement and appliance stores – the challenge began with finding a better way of connecting with customers.

"Various social-identity theorists have suggested that consumers who feel passionate about brands, and have a close relationship with those brands, exhibit symptoms that the relationships are similar to the kinds of relationships we have with close friends or family members," she told delegates at 2013 The Market Research Event, held in Nashville.

"And those close brand relationships...

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