IKEA & Brand attachment

IKEA & Brand attachment

1. Personal connection

   • Possessing IKEA products
   • IKEA design reflecting personality
   • IKEA being part of the memory
   • Cultural Role

2. Experience

   • Buying experience
   • Food experience
   • Fun experience

3. Importance

   • Moving
   • Cheap & good-looking furniture
   • No other options
   • Furniture fits together

4. Family/Friends

   • No influence

5. Emtional attachment

   • Excitment
   • Admiration for creative ideas
   • Feeling the need to go to IKEA