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 | 192 views

University-of-Twente

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

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 | 276 views

Journal of Product & Brand Management

Design Benefits, Emotional Responses, and Brand Engagement

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, Resources | 121 views

Red Paper

Brand Loyalty Opportunity Never Bigger – Saatchi & Saatchi Red Paper

Global advertising and ideas company Saatchi & Saatchi has released a Red Paper on the future of brand loyalty. The paper is issued on the 10th anniversary of the best-selling business book Lovemarks the future beyond brands, written in 2004 by Kevin Roberts, the company’s Worldwide CEO.

Type: Articles & Papers, Resources | 211 views

Palgrave Journal of Brand Management

What Makes a Product Lovable?

This post was provided by Philipp A. Rauschnable, Assistant Professor of Marketing at University of Michigan-Dearborn, and one of the authors of the study.

Type: Articles & Papers, Resources | 235 views

Automotive Management

The American Pick-up Truck – How Deep Is Your Love?

The North American market is characterized by its historically abundant access to oil and a mostly suburban population that drives large distances using wide uncongested roads. Indeed, one might ask whether America developed large cars to accommodate its wide roads or whether its wide roads were developed to accommodate its large cars.

Type: News & Media, Resources | 47 views

The Philippine Star

What the World Needs Now

People act or behave emotionally 80 percent of the time and rationally 20 percent of the time. A number of studies attest to this. Ask a PR communicator and, in all likelihood, he will agree that his publics don’t decide what to support or not to support on a purely rational basis.

Type: Articles & Papers, Resources | 236 views

Journal of Fashion Marketing and Management

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

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 | 541 views

Food Science JPG

The Development of an Emotion Lexicon for the Coffee Drinking Experience

Consumer products are perceived via sensory aspects that stimulate emotional responses. A small number of emotion lexicons for food have been developed, and these emotion instruments for general consumption experience might not uncover the deeper and distinct emotions created by specific products, especially those consumed primarily for pleasure (e.g., coffee).

Type: Articles & Papers, Resources | 247 views

AMA Journals

Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?

Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity. In this article for the Journal of Marketing, the authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral.

Type: Articles & Papers, Resources | 221 views

IJMBR

Turn It Up: That’s My Song in That Ad

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, Resources | 333 views

VSRD International Journal of Business and Management Research

Power of Senses in Branding and Its Impact on Consumer

This paper examines the multi-sensory brand-experience concept, the significance of the multi-sensory brand-experience in differentiating, distinguishing and positioning a brand in the human mind as an image.

Type: Articles & Papers, Resources | 392 views

Ingenta Connect

Romantic Brand Love: A Conceptual Analysis

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: Articles & Papers, Resources | 348 views

JCR

Beyond the Extended Self: Loved Objects and Consumers’ Identity Narratives

This article investigates the possessions and activities that consumers love and their role in the construction of a coherent identity narrative.

Type: Articles & Papers, Resources | 382 views

J-CC

Emotions, Imagination and Consumption

This study by Eva Illouz investigates the link between emotion and the sociology of consumption. Arguing not only that the category of ‘emotion’ can be heuristic for a sociology of consumption, but also that the consumption has long been, albeit unknowingly, dealing with emotions.

Type: Articles & Papers, Resources | 368 views

Journal-of-Consumer-Research

The Fire of Desire: A Multisited Inquiry into Consumer Passion

Desire is the motivating force behind much of contemporary consumption. Yet consumer research has devoted little specific attention to passionate and fanciful consumer desire. This article is grounded in consumers’ everyday experiences of longing for and fantasizing about particular goods.