Brand Love in the Cosmetics Sector: A Comparative Analysis of a Global Brand Resellers in Brazil and Mexico

Abstract

This paper had the aim to scrutinize the relationship between the love for the brand and the sales professional of a cosmetic global brand. For this purpose, as a methodologic procedure, it was used a study with 20 sales representatives of this cosmetic brand, 10 from Brazil and 10 from Mexico, the country with the highest number of sales.  For data collection, it was adopted a qualitative methodology using Zaltman Metaphor Elicitation Technique (ZMET) method. The results were analyzed according to The Love Triangular Theory from Robert Sternberg which revealed that the Brazilian sales representatives express romantic love, as they show passion and intimacy in relation to the brand. Whilst, the Mexican sales professionals express inconsequent love, based in a high degree of interest and experimentation desire regarding the products from this brand. With the knowledge about these emotions, involving the brand and the sales professionals it becomes possible to have a strategic plan considering the culture where the organization is placed.