Resources

Since the inception of the Lovemarks theory, academic literature on the topic of emotional marketing has grown considerably. Here you’ll find a sampling of some interesting academic investigations into the hearts and minds of today’s consumers.

Type: Articles & Papers, Resources | 212 views

Ideas in Marketing

CO-Creation and Brand Love: Developing a Theoretical Framework

“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 | 69 views

Psychology & Marketing

Is It Really Love? A Comparative Investigation of the Emotional Nature of Brand and Interpersonal Love

“Building on dimensional emotional theories, this study compared the emotional nature of brand love against interpersonal love, interpersonal liking, and brand liking, using a mixed-method approach.”

Type: Articles & Papers, Resources | 254 views

Ideas in Marketing

Consumer Behavior: How the “Brand Love” Affects You

“…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: News & Media, Resources | 158 views

CHINAdvertising

Nothing Is Impossible: Exclusive Interview with Robert Senior

Robert Senior, CEO Worldwide of Saatchi & Saatchi, recently spoke to Nutty Lin and Qin Xian Pu from CHINAdvertising about the concept of ‘Nothing Is Impossible’, the belief that creativity can change the world and the art of solving ‘problems’.

Type: Articles & Papers, Resources | 192 views

British Food Journal

The Impact Of Brand Authenticity On Brand Attachment In The Food Industry

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.”

Type: Articles & Papers, Resources | 404 views

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Emotional Responses Towards Food Packaging: A Joint Application of Self-Report and Physiological Measures of Emotion

This paper investigates consumers’ emotional responses to food packaging. More specifically, the assessment of emotional responses to three typical food packaging elements: colours, images and typefaces.

Type: Articles & Papers, Resources | 395 views

Journal-of-Marketing

The Handmade Effect: What’s Love Got to Do with It?

“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. “

Type: Articles & Papers, Resources | 327 views

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Fan or Fanatic: A Measure of Consumer Devotion

“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.”

Type: Articles & Papers, Resources | 474 views

QMR-article-picture

Emotions in Supermarket Brand Choice: A Multi-Method Approach

This research article shows that many decisions in the grocery store are not driven by the store environment but rather by emotional connections to the brand, therefore the application of multiple qualitative methods reveals insights into grocery shopping that cannot be captured via traditional survey methods.

Type: Articles & Papers, Resources | 341 views

EMBS-80

What Brands Do Consumers Love? – A Study of Fashion Brands and Food Brands

“The purpose of this study is to carry this concept of brand love a step further and see if there are any differences in it if we look at different categories of brands.”

Type: Articles & Papers, Resources | 321 views

Marketing

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

“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 | 283 views

Journal-of-Business-Research

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, Resources | 316 views

Academy of Marketing Science

Do Happy Brand Placements Lead to Happy Brands?

This study examines the impact of positive emotions (happy, interest) and level of character-brand interaction level (CIL) on consumers’ response to brand placements.

Type: Articles & Papers, Resources | 385 views

Asia-Marketing-Journal-Web

Effects of Storytelling in Advertising on Consumers’ Empathy

“Differentiated positioning becomes increasingly difficult when brand salience weakens. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects.”

Type: News & Media, Resources | 475 views

Campaign Live

Moving Brands Beyond Reason Into Culture

Brent Smart, CEO of Saatchi & Saatchi New York, believes that advertising is all about moving brands beyond reason and into culture. What does that mean? You must be ICONIC. A company may have recognizable brand assets, but for Brent, what really makes you iconic is how you use them.