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 | 31 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: Articles & Papers, Resources | 118 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 | 481 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 | 193 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 | 181 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 | 278 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 | 325 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 | 287 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 | 333 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 | 324 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.

Type: Articles & Papers, Resources | 287 views

Journal-of-Ad

Remembering the Good Old Days: The Moderating Role of Consumer Affective State on the Effectiveness of Nostalgic Advertising

This study examines the moderating role of consumer affective state on individuals’ responses to nostalgic and non-nostalgic advertising.

Type: Articles & Papers, Resources | 533 views

EBR

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, Resources | 399 views

Business-Globalisation

Fans Club Brand Relationship: Football Passion

This study explores why football fans are willing to do make sacrifices in order to continue their relationship with their preferred club.

Type: Articles & Papers, Resources | 571 views

Pyschology-Marketing

Nothing Can Tear Us Apart: The Effect of Brand Identity Fusion in Consumer–Brand Relationships

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: Audio & Video, News & Media, Resources | 454 views

Marketing Profs

The Language of Brand Love: Loveworks Author Brian Sheehan Talks to Marketing Smarts

Brian Sheehan talks to MarketingProfs.com’s Kerry O’Shea Gorgone about his new book Loveworks: How the world’s top marketers make emotional connections to win in the marketplace.