This study explores why football fans are willing to do make sacrifices in order to continue their relationship with their preferred club.
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.
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.
Q&A with Jayne Van Dusen, Advertising & Marketing Communications Management, Algonquin College, Ottawa, Canada.
Warmth and Conformity: The Effects of Ambient Temperature on Product Preferences and Financial Decisions
Warm temperatures increased the participants’ perceptions of social closeness to other decision-makers, thus leading them to consider the opinions of those decision-makers to have greater validity
In Part 2 of our conversation with Brian Sheehan, author of ‘Loveworks: How the world’s top marketers make emotional connections to win in the marketplace’, Brian speaks about the response to Lovemarks in the classroom.
Lovemarks Campus recently spoke to Brian Sheehan, Associate Professor of Advertising at the S.I. Newhouse School of Public Communications at Syracuse University and author of Loveworks: How the world’s top marketers make emotional connections to win in the marketplace. In the first of part of the interview, we asked Brian, “Why write Loveworks?”
Type: Articles & Papers | 347 views
In this article from the journal of ‘Regional and Business Studies’, the issue of private label competition is explored. The limitations and advantages of emotional and value based marketing marketing are discussed.
Type: News & Media | 500 views
Gail Curtis, CEO of Saatchi & Saatchi South Africa, defends emotion as the key to consumers’ hearts and minds and that which influences their choices. “Having a clear and lovable purpose, showing what you stand for, expressing your inspirational dream – this is what brands should be doing.”
Type: News & Media | 291 views
This article, originally published on medicaldaily.com, looks at a recent study from USC Marshall School of Business on the three keys to brand attachment. “Marketers who want to build emotional affinity for their brands, then, need to appeal to consumers on three fronts – enticement, enablement, and enrichment.”
Type: Articles & Papers | 3,316 views
This paper looks at sensory marketing as an opportunity for retailers to differentiate their offerings in an intensely competitive market and “presents the review of different theoretical models on consumer responses to atmospherics.”
Type: Articles & Papers | 600 views
Theory and Strategies of Anthropomorphic Brand Characters from Peter Rabbit, Mickey Mouse, and Ronald McDonald, to Hello Kitty
This paper takes a case study approach and “explores the brand management strategies of Sanrio’s iconic character Hello Kitty, a cat epitomising cuteness and innocence.”
Type: News & Media | 735 views
The National Art School has announced a partnership with Saatchi & Saatchi Australia to support the achievements of over 100 students completing their Bachelor of Fine Art in 2013. The Saatchi & Saatchi National Art School Graduate Exhibition will showcase the artworks of over 100 emerging artists.
Type: News & Media | 658 views
The Media Design School has partnered with Saatchi & Saatchi New Zealand to launch a new graduate school focusing on digital innovation, The Media Design Graduate School (The Graduate School), in Auckland.
Type: Articles & Papers | 527 views
A review of more than 1000 craft breweries, this paper from Victoria University, Melbourne, explores the importance of myths, folklores and heroes in humanizing craft beer brands. Such approaches are found to strengthen the emotion connection that such brands have with consumers.
Type: News & Media | 793 views
Saatchi & Saatchi Bulgaria launches an Academy of Advertising called ‘Saatchi Circle’ to give local students free training and practical experience in advertising. There are three main modules in the Academy: for copywriters, graphic designers and account executives. The courses will be held twice a year, each course will be 6 weeks long.