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 | 63 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 | 120 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 | 106 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 | 238 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 | 202 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 | 172 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 | 61 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.

Type: Insights & Ideas, News & Media | 1,014 views

Janye_2

Teaching Feature: Jayne Van Dusen, Algonquin College

Q&A with Jayne Van Dusen, Advertising & Marketing Communications Management, Algonquin College, Ottawa, Canada.

Type: Articles & Papers, Resources | 471 views

JCP

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

Type: Audio & Video, News & Media, Resources | 29 views

Class-CNBC

From Theory to Practice: Loveworks is Proof that Lovemarks Works

Brian Sheehan, author of Loveworks, speaks to Class CNBC Italy about the birth of Loveworks and the importance of love in the long-term success of a brand. (In Italian)

Type: News & Media, Resources | 26 views

monster

Ignite Brand Loyalty and Win the Love of Customers

Building brand loyalty requires a personal touch. Brian Sheehan talks about connecting to consumers beyond a commercial transaction. Saying that brands have to evoke strong emotions through the experiences they offer to create loyalty beyond reason.

Type: News & Media, Resources | 34 views

CMO-Adobe

Storytelling May Be Your Company’s Biggest Asset

In a guest post for CMO.com, Loveworks author, Brian Sheehan, discusses a brands greatest asset, its ability to tell stories. He looks at three different stories brands can communicate: brand stories, consumer stories, and stories to be shared by both brand and consumers.

Type: Audio & Video, News & Media | 595 views

Students on Lovemarks

Interview with Brian Sheehan: How Do Students Feel About Lovemarks?

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.

Type: Audio & Video, News & Media | 706 views

Brian Sheehan

Interview with Brian Sheehan: Why Write Loveworks?

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 | 394 views

Regional and Business Studies

Lovemarks or Passion Brands May Create Barriers to Private Labels in the Digital Age

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.