“…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.
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 | 2,702 views
Can anger make us choose a hiking trip vacation? Derek Rucker (Kellogg School of Management, marketing department) and Richard Petty (Ohio State University, psychology department) examine the influence of specific emotions on consumer choices and the implications of those influences for persuasion.
Type: Theses & Dissertations | 2,358 views
The main purpose of the current paper was to study and analyze the role of brand in consumer behavior. In fact, although intangible, brand seemed what mostly can influence our decisions during a purchasing process. Moreover, the study has introduced the fresh concept of Lovemarks, the ultimate manifestation of loyalty.
“The present research examines how ambient scents affect consumers’ spatial perceptions in retail environments, which in turn influence customers’ feelings of power and, thus, product preference and purchasing behavior.”
Type: Articles & Papers | 1,406 views
Consumers’ Emotional Bonds with Foreign Countries: Does Consumer Affinity Affect Behavioral Intentions?
We know that brand perception affects our everyday purchasing decisions, but how strong is the effect of nation branding on what we choose to buy? This study from the University of Vienna shows that “consumer affinity is more powerful than consumers’ ethnocentric tendencies in explaining both perceived risk and willingness to buy.”
Type: Articles & Papers | 2,529 views
Exploring the Role of Emotions on Sport Consumers’ Behavioral and Cognitive Responses to Marketing Stimuli
This study, soon to be published in the ‘European Sport Management Quarterly’, investigates how emotions affect purchasing decisions and brand product evaluation, particularly when it comes to team related merchandise.
“This study explores the reasons why consumers become devoted fans and how it impacts their behavior. Based on an iterative process of qualitative and quantitative methods, a scale is developed that captures a consumer’s passion and commitment towards a brand or experience.”
“Research about the effect of scent on customers’ perceptions and behaviors is growing, but so far the evidence shows that ambient scents can have an effect on emotions, brand recognition and recall, and purchasing behavior.”
Comparing brand identity fusion with brand identification, this research provides evidence that brand identity fusion is more predictive and enduring in explaining consumers’ relationship-serving biases and prorelationship behaviors in the face of brand transgressions.
Type: Articles & Papers | 6,094 views
This paper looks at sensory marketing as an opportunity for retailers to differentiate their offerings in an intensely competitive market and “presents the review of different theoretical models on consumer responses to atmospherics.”
Type: Articles & Papers | 1,152 views
Can Consumers Forgo the Need to Touch Products? An Investigation of Nonhaptic Situational Factors in an Online Context
With the growing popularity of online shopping, the effect and importance of touch on people’s intention to purchase is topic on many retailers’ minds. In this paper, academics from University of Evansville and University of North Texas explore.
Type: Articles & Papers | 1,217 views
This article presents an overview in the study of sensory marketing and perception, and highlights existing areas where additional research needs to be done.
Type: Articles & Papers | 1,704 views
An Integrative Review of Sensory Marketing: Engaging the Senses to Affect Perception, Judgment and Behavior
“This review article presents an overview of research on sensory perception. The review also points out areas where little research has been done, so that each additional paper has a greater chance of making a bigger difference and sparking further research.”
Type: Articles & Papers | 1,116 views
This paper from the Institute for Advanced Research in Marketing, Cranfield School of Management, UK, looks at the impact of consumer loyalty on retail spend in the United Kingdom.