ABSTRACT: In increasingly competitive consumer markets, brands seek to develop relationships with consumers that extend beyond functional product benefits. Brand affinity is relevant in this context as it reflects a consumer's favourable disposition towards a brand, including emotional connection, favourable brand associations and likelihood of choosing the brand over competing alternatives. The present study examines brand affinity through a qualitative case study of The Souled Store, an Indian pop-culture merchandise and lifestyle brand. The study is based on secondary data obtained from the company's official communication, industry publications and relevant academic literature. The case is examined with particular attention to the brand's pop-culture positioning, fandom and opportunities for self-expression. The case indicates that The Souled Store has positioned itself around consumers' interests in movies, television, sports, music and other forms of popular culture. Its merchandise provides consumers with opportunities to express these interests, while its brand positioning creates favourable associations and emotional relevance. The case suggests that these characteristics may contribute to a positive disposition towards the brand and may influence consumer preference when alternatives are available. The study concludes that cultural relevance, emotional meaning and self-expression can contribute to the cultivation of brand affinity.

KEYWORDS: Brand affinity, The Souled Store, fandom, popular culture, self-expression, consumer-brand relationships

CULTIVATING BRAND AFFINITY THROUGH FANDOM AND SELF-EXPRESSION: A CASE STUDY OF THE SOULED STORE PERUGU

SAI VIJETHA, PALLAVI SAJANAPWAR