The present review aims to be a theoretical contribution to the understanding of underlying psychological processes of Robert’s Lovemarks concept that, in the marketing field, replaces brands as we know it. The first section provides a brief story of branding evolution from a marketing and consumer psychology perspective. In the second section, Kevin Roberts Lovemarks theory is explained and its components, the love/respect axis and mystery, sensuality and intimacy characteristics are analyzed. In addition, other branding literature authors and several successful applied cases are presented to support the theory. The third section is about the identification and analysis of the psychological aspects and processes that are relevant in Lovemarks formation: perception, memory, individual and social motivation, and emotion. The fourth and last section is about the review conclusions and implications in a consumer-brand relationship.
