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This paper examines the actual significance of commercial brands among young people. Their preferences related brands shown stronger symbolic power and have a great interest for them. The brands aren’t simply commercial goods. The modern brands are adopted or rejected through the perception of symbolic universe that surround brand’s images. Brands can active feelings of love or hate. For young people their Love Brands are the ones that carefully chosen from all others and they have with them a complicity of a psychological relationship of many emotional investment. Fashion brands seem to have great interest for the youth since is the main sector of their preferences. Based on an inquiry to a group of 219 students from a public university in Lisbon, we analyse their preferences and which reasons justify these preferences regarding brands. We believe that to explore the imagery associations (psychological relationships) of this group regarding brands is to reveal part of their perceptual maps.

Love brands juvenis: fortes relações de cumplicidade