Brand seduction as a tool for brand's success: Conceptualizing the term

Abstract

This paper aims to present brand seduction as a crucial element for success in marketing nowadays. The author endeavors to define brand seduction to be usable in marketing research. The concept of seduction has been conceptualized based on this literature review by qualitative coding techniques. This coding process results in three identified dimensions of seduction (interaction, irrationality, and ireality). Afterward, this concept was empirically tested through qualitative research methods. The key stakeholders experiencing brand seduction were interviewed to verify the suitability of the theoretical concept. The results show the correspondence of the concept of brand seduction with the stakeholder´s experience.