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Type: Articles & Papers, Resources | 3,326 views

Make Brand Love, Not War: The Power of Combining Explicit and Implicit Brand Attitude Measurement to Detect Brand Affection

March 13, 2016 | Sascha Langner, Steffen Schmidt, Klaus-Peter Wiedmann, Janina Haase & Sebastian Fritz | In 'Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era'. Part of the series Developments in Marketing Science: Proceedings of the Academy of Marketing Science, pp 327-327

This “paper presents two studies that combine implicit and explicit measures of brand attitude with regard to two major brands (Coca-Cola and Adidas) and two different consumer brand touch points. [The] results show that implicit and explicit brand attitudes significantly differ regarding the analyzed brands and the analyzed brand touch points.”

Type: Articles & Papers, Resources | 632 views

Young Consumers and their Brand Love

November 14, 2015 | Iivi Riivits-Arkonsuo and Anu Leppiman | International Journal of Business and Social Research, (Vol. 5, No. 10) | USA

“The current study aims to extend the discussion of the brand experience dimensions and to form the brand love, focusing on the members of the youngest consumer segment.”

Type: Articles & Papers, Resources | 1,259 views

Can We Rank Emotions? A Brand Love Ranking System for Emotional Terms

September 8, 2015 | Andreas Kanavos, Eleanna Kafeza & Christos Makris | Big Data (BigData Congress), 2015 IEEE International Congress on | New York, USA

“In this paper we examine customers’ emotional attachment to a brand name utilizing content extracted from social media. More specifically, we consider the emotions associated to brand love appearing in the form of terms in users’ Twitter posts.”

Type: Resources, Theses & Dissertations | 1,072 views

Falling in Love With Your Favourite Brand: Relationship Between Brand Consciousness, Public Self-Consciousness, and Brand Love Intensity

July 15, 2015 | Dennis Getkate | University of Twente | Netherlands

investigates what types of consumers could fall in love with their favourite brand and therefore examines to what extent brand consciousness and public self-consciousness influence consumers’ level of brand love intensity. Besides, this study investigates the role of brand visibility in brand love relationships.

Type: Articles & Papers, Resources | 1,165 views

CO-Creation and Brand Love: Developing a Theoretical Framework

June 10, 2015 | Ioannis Assiouras, Nicholas G. Paparoidamis & George Skourtis | Proceedings of the 2013 Academy of Marketing Science (AMS) Annual Conference | Australia

“The objective of this study is to develop a conceptual model of co-creation and brand love. The main contribution of the present study is that is suggests both a direct impact of co-creation on brand love sub-dimensions as well as an indirect one through quality.”

Type: Articles & Papers, Resources | 1,059 views

Consumer Behavior: How the “Brand Love” Affects You

April 24, 2015 | Paula Rodrigues, Raquel Reis & Isabel Cantista | Ideas in Marketing: Finding the New and Polishing the Old | USA

“…This paper aims to examine how the antecedents of “Brand Love”, brand identification and sense of community influence loyal behavior and willingness to pay a higher price for “Brand Love”.” Structural equation modeling is used to analyze data collected for brands Zara and Modalfa.

Type: Articles & Papers, Resources | 970 views

You Like Chocolate and I Love Mrs. Godiva: How the Perceived Level of Anthropomorphism Drives Brand Love

February 1, 2015 | Philipp Rauschnabel and Aaron Ahuvia | 2014 AMA Winter Marketing Educators' Conference | USA

“In this paper we establish that anthropomorphism has a very strong relationship with brand love. More specifically, we seek to understand which aspects of brand love are most influenced by anthropomorphism.”

Type: Articles & Papers, Resources | 1,244 views

Consumer Behavior: How the “Brand Love” Affects You

November 18, 2014 | Paula Rodrigues, Raquel Reis, Isabel Cantista | Developments in Marketing Science: Proceedings of the Academy of Marketing Science

The use of the construct “Brand Love” is relatively recent in explaining consumer behavior. However it is pertinent to think that a stronger consumer connection with a brand influences their behavior, particularly in terms of loyalty and willingness to pay a higher price for their “Brand Love”.

Type: Articles & Papers, Resources | 1,310 views

Falling In Love With Brands: A Dynamic Analysis of the Trajectories of Brand Love

October 20, 2014 | Tobias Langner, Daniel Bruns, Alexander Fischer & John R. Rossiter | Marketing Letters

“This article presents a study designed to investigate and map the trajectories of brand love. Consumers described experiences related to the initiation and evolution of their relationships with their most loved brand.”

Type: Articles & Papers, Resources | 1,494 views

Loving Brands for Their Image : Exploring the Relationship Between Self-Congruity, Self-Monitoring and Brand Love.

October 14, 2014 | Oude Lenferink, E.M. | University of Twente

Nowadays, due to the wide range of products and brands consumers can choose from, organizations are having a hard time standing out and connecting with consumers. Establishing and maintaining a strong consumer-relationship is becoming more important but for organizations it is difficult to create a lovable brand. This study provided better insights to which different congruity facets and their focus led to greater love for brands.

Type: Articles & Papers, Resources | 1,405 views

Effects of Brand Love, Personality and Image on Word of Mouth: The Case of Fashion Brands Among Young Consumers

August 25, 2014 | Ahmed Rageh Ismail, Gabriella Spinelli | Journal of Fashion Marketing and Management: An International Journal

The impact of brand personality and brand image on brand love has not been investigated in any empirical research; this paper aims to address this by developing a causal model incorporating brand love, brand personality, brand image and word of mouth (WOM) to investigate the relationships among them.

Type: Articles & Papers, Resources | 1,127 views

Romantic Brand Love: A Conceptual Analysis

May 19, 2014 | Abhigyan Sarkar | The Marketing Review

This article from The Marketing Review looks at ‘romantic brand love’, a unique facet of brand love that is stimulated by specific themes, products and brand symbolism in advertising. It also outlines the structure of romantic brand love and looks at how it is developed.

Type: Resources, Theses & Dissertations | 665 views

What’s This Thing Called Love? Exploring the Relationship Between Brand Love, Personality, and the Propensity to Anthropomorphize

December 2, 2013 | Ronald Voorn | University of Twente | The Netherlands

A Master’s thesis “conducted through an online survey amongst 410 students between 18 and 26, contributes to a further understanding of this by examining the influence of personality (as measured by the big five), the propensity to anthropomorphize and product type grid on brand love”.

Type: Audio & Video, News & Media, Resources | 1,553 views

The Language of Brand Love: Loveworks Author Brian Sheehan Talks to Marketing Smarts

November 27, 2013 | Kerry O'Shea Gorgone | MarketingProfs.com | USA

Brian Sheehan talks to MarketingProfs.com’s Kerry O’Shea Gorgone about his new book Loveworks: How the world’s top marketers make emotional connections to win in the marketplace.

Type: Blog, Insights & Ideas | 2,077 views

Brand Love in Developing Countries

August 16, 2013 | Posted by Lovemarks Campus

In this LinkedIn community question inspired blog post, we address the question if brand love is as effective and applicable in developing countries, and is a person with limited resources more likely to make a decision based on emotion than reason.

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Articles of Interest

  • Photographing Your Food Makes it Taste Better, Study Finds, PC Mag, 11 March 2016
  • Brands Aren't Making People Laugh, Says Unruly Campaign, 10 March 2016
  • Diving Into the ‘Why’ of Consumer Behaviour, Marketing Magazine Australia, 8 March 2016
  • The Future of Emotion, Marketing Magazine UK, 1 March 2016

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