It has been widely confirmed that emotion elicited by products, services, and store atmosphere positively impact subsequent consumer responses such as satisfaction and purchase intention. To understand consumer emotional responses clearly, consumer emotion structure must be identified.
Impacts of the Trilogy of Emotion on Future Purchase Intentions in Products of High Involvement Under the Mediating Role of Brand Awareness
This study validates the impact of emotion – more specifically cognition and affection – on future purchase intentions under mediating role of brand awareness, in a country with growing markets.
Type: Articles & Papers | 1,821 views
Academics from Foundation University Islamabad, Pakistan, collected data from 265 cell phone customers to ascertain if purchase intentions can be used to predict brand love and word-of-mouth.
Type: Articles & Papers | 1,307 views
Sarri and Drennan (2006) present an interesting and important finding for the music industry: the emotional connection to an artist’s music enhances a consumer’s loyalty and positively influences their decision to purchase music, rather than download it for free.
Nostalgic Emotion, Experiential Value, Brand Image, and Consumption Intentions of Customers of Nostalgic-Themed Restaurants
“The study uses SEM to test the hypotheses relating to nostalgia affecting consumption. The results indicate that nostalgia has both direct and indirect impacts on consumption intention; consumption affected by nostalgia varies depending on the individual; and younger customers’ predisposition to want cheap prices is an important consideration in marketing nostalgia to younger customers.”
Type: Articles & Papers | 1,884 views
A thesis from the College of Management, Israel, examines the Lovemarks model in relation to perception of quality and satisfaction. This study focuses on the soft drink category.
Type: Articles & Papers | 1,427 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.”
This study looks at data collected from a consumer sample in Greece for two established Greek brands in the food industry. It “confirms that brand authenticity predicts the brand attachment, while brand attachment influences consumers purchase intentions, willingness to pay more and promote the brand.”
Popular music in advertising can affect attention, recall, and purchase intention. However, relatively little is known about its effect on attitude when the song in the ad is a favourite song. This study looked at the effect of various and actual integrations of popular music on attitude towards an ad, brand and artist in television commercials.
Type: Articles & Papers | 974 views
This paper “explores how verbal smell references in restaurants’ radio advertisements affect consumers’ perceived ability to “almost taste” and “almost smell” the advertised product, affective response, and purchase intentions”.
Type: Articles & Papers | 1,593 views
“Why form consumers purchase intentions for nostalgic brands, and what individuals are likely to do so?…Using the dispositional theory of moods, this research tests the notion that nostalgic brands relate to mood boosts as major drivers of behavioral intentions.”
Type: Articles & Papers | 1,816 views
This study explores the relationship between visual and olfactory cues within a retail environment through a field experiment conducted within the glass department of IKEA. Shoppers’ touching behaviour, purchase intentions and total sale are impacted.
Type: Articles & Papers | 2,016 views
Achieving customer delight rather than just satisfaction should be the aim of marketers, according to this paper by Chitturi et al (2008). Exciting and delighting consumers invokes deeper emotional responses, which help build greater brand loyalty and repurchase intention.
“The study reveals a positive relationship between “liked” brands on Facebook fan-page and brand love. Further, the study finds that liking the fan pages is essentially converted into WOM, and it results into purchase proposition.”
“Despite the popularity and high quality of machine-made products, handmade products have not disappeared, even in product categories in which machinal production is common. The authors present the first systematic set of studies exploring whether and how stated production mode (handmade vs. machine-made) affects product attractiveness. “