Event sponsorship in sport has become one of the most prominent nontraditional components of the marketing communication mix for many companies across the globe (IEG 2011). Since many companies use sporting events to promote their brands, studying the effects of event sponsorships on both sponsoring brands and sponsored events has become increasingly relevant to marketing theory and practice (Sneath et al. 2005, Chien et al. 2011).
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.
he use of the construct “Brand Love” is relatively recent in explaining consumer behavior. However it is pertinent to think that a stronger consumer connection with a brand influences their behavior, particularly in terms of loyalty and willingness to pay a higher price for their “Brand Love”.
Richard Hytner, the deputy chairman of Saatchi & Saatchi and the author of ‘Consiglieri: Leading from the Shadows’, speaks to Lillian Cunningham of The Washington Post about leadership.
Store atmospherics affect consumer behavior. This paper reviews the scientific evidence related to visual, auditory, tactile, olfactory, and gustatory aspects of the store environment and their influence on the consumer’s shopping behavior. The findings emphasize the need for further research to address how the multisensory retail environment shapes customer experience and shopping behavior.
Current brand love studies neglect a detailed discussion and analysis of the appropriate relationship theory and underlying measurement scale to be used. The purpose of this paper is to close this gap by providing a discussion, testing and comparing two different relationship theories and their underlying scales as applied to brand love.
Reading Fictional Stories and Winning Delayed Prizes: The Surprising Emotional Impact of Distant Events
Hedonic experiences that involve real, immediate events (such as reading about a recent, real-life tragic event) naturally evoke strong affective reactions. When these events are instead fictional or removed in time, they should be perceived as more psychologically distant and evoke weaker affective reactions. The current research shows that, while consumers’ intuitions are in line with this prediction, their actual emotional experiences are surprisingly insensitive to the distancing information.
This article presents a study designed to investigate and map the trajectories of brand love. The paths toward brand love followed five distinct trajectories, labeled as “slow development,” “liking becomes love,” “love all the way,” “bumpy road,” and “turnabout.” The formative experiences shaping these trajectories often include individual, personal, and private experiences that are largely outside any marketer’s control.
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.
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.
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.
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.
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.
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.
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.
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).