Abstract:
The present study sought to understand the love for the Havaianas brand, from the
perspective of the concepts of value, brand love, satisfaction and loyalty. The love for the brand, a theme
that has been commented on for several years and even today. Thus, the question arises as to the degree of
love for the brand with Havaianas products, with the general objective of measuring love for the Havaiana
brand. The research is characterized as quantitative, descriptive, carried out with 150 students from a
college in the city of Ituiutaba-MG. In the research it was possible to identify that the students consuming
Havaianas in college have a love for the Havaiana brand.
