Type: Theses & Dissertations | 2,793 views
This thesis submitted as part of a Bachelor of Arts (Hons) degree in Advertising and Brand Management looks at the the use of emotional marketing within the soft drinks industry (with focus on Coca-Cola) and makes reference to Lovemarks.
Type: Theses & Dissertations | 2,305 views
“If emotional branding drives consumers to behave in a certain way psychologically, how exactly does it do that?” This is the question posed by Pin-Hsuan Huang in a Master’s thesis submitted to the Universiteit Maastricht Faculty of Economics and Business Administration.
Type: Books, Reading List | 2,101 views
“A visionary approach to building powerful brand loyalty, this ground-breaking book shows marketers of any product or service how to engage today’s increasingly cynical consumers on deeper emotional levels.”
Type: Books, Reading List | 1,645 views
‘”Emotional Branding’ teaches you how to identify and empower your product’s appeal and connect it to your customers’ experiences with your product. The results unlock the secrets to emotional branding, enhance the brand-consumer relationship, and show you and your business new prosperity—all from discovering and applying these powerful new ways to use the “F” word, F-E-E-L-I-N-G-S.”
Type: Articles & Papers | 3,925 views
Emotional branding, and brands which are considered Lovemarks, continue to win and hold customers. But doppelgänger brands, which parody and criticize the authenticity of emotional branding, pose a threat which should be actively monitored and proactively addressed.
Type: General, Resources, Theses & Dissertations | 1,235 views
This Master’s thesis looks at human-centred branding and the role of the senses in a study of “the social and cultural meanings consumers attach to brands and branding within the art, science and technology continuum”.
Type: Articles & Papers, Resources | 1,154 views
The objective of this paper is to develop a better understanding of brand engagement by examining two of its antecedents: design benefits and consumer emotions.
Type: Articles & Papers | 1,411 views
Brand intimacy can be created and strengthened through understanding the way consumers view themselves. “Creating emotional brand attachment is a key branding issue in today’s marketing world. One way to accomplish this is to match the brand’s personality with the consumer’s self.”
Type: Articles & Papers | 1,241 views
Younger consumers have a reputation for being influenced by fads and trends, but what emotional aspects are important to the development of consumer-brand relationships with this demographic?
Type: Articles & Papers | 1,391 views
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: Theses & Dissertations | 1,941 views
A thesis from Middle East Technical University carries out an empirical study that examines the emotional relationship between consumers, products and brands. Five iron brands were surveyed – Arzum, Braun, Philips, Sinbo and Tefal.
Type: Theses & Dissertations | 2,794 views
A Master’s thesis from Iowa State University uses the confectionery retailer, Chocolaterie Stam, as a case study on how appealing to the senses can enhance retail environments and customer experience.
Type: Articles & Papers | 1,454 views
This paper looks at the impact of emotional branding on personal share of purchases amongst buyers. “It seems that advertising can generate the expectancy of strong, specific, emotional attachment, but very favorable brand usage experience must follow if this approach is to be successful.”
Type: Insights & Ideas, News & Media | 2,652 views
Q&A with Jayne Van Dusen, Advertising & Marketing Communications Management, Algonquin College, Ottawa, Canada.
Type: Blog, Insights & Ideas | 2,046 views
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.