“…This paper aims to examine how the antecedents of “Brand Love”, brand identification and sense of community influence loyal behavior and willingness to pay a higher price for “Brand Love”.” Structural equation modeling is used to analyze data collected for brands Zara and Modalfa.
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.
Robert Senior, CEO Worldwide of Saatchi & Saatchi, recently spoke to Nutty Lin and Qin Xian Pu from CHINAdvertising about the concept of ‘Nothing Is Impossible’, the belief that creativity can change the world and the art of solving ‘problems’.
This study looks at data collected from a consumer sample in Greece for two established Greek brands in the food industry. It “confirms that brand authenticity predicts the brand attachment, while brand attachment influences consumers purchase intentions, willingness to pay more and promote the brand.”
Emotional Responses Towards Food Packaging: A Joint Application of Self-Report and Physiological Measures of Emotion
This paper investigates consumers’ emotional responses to food packaging. More specifically, the assessment of emotional responses to three typical food packaging elements: colours, images and typefaces.
“Despite the popularity and high quality of machine-made products, handmade products have not disappeared, even in product categories in which machinal production is common. The authors present the first systematic set of studies exploring whether and how stated production mode (handmade vs. machine-made) affects product attractiveness. “
“This study explores the reasons why consumers become devoted fans and how it impacts their behavior. Based on an iterative process of qualitative and quantitative methods, a scale is developed that captures a consumer’s passion and commitment towards a brand or experience.”
This research article shows that many decisions in the grocery store are not driven by the store environment but rather by emotional connections to the brand, therefore the application of multiple qualitative methods reveals insights into grocery shopping that cannot be captured via traditional survey methods.
“The purpose of this study is to carry this concept of brand love a step further and see if there are any differences in it if we look at different categories of brands.”
You Like Chocolate and I Love Mrs. Godiva: How the Perceived Level of Anthropomorphism Drives Brand Love
“In this paper we establish that anthropomorphism has a very strong relationship with brand love. More specifically, we seek to understand which aspects of brand love are most influenced by anthropomorphism.”
Nostalgic Emotion, Experiential Value, Brand Image, and Consumption Intentions of Customers of Nostalgic-Themed Restaurants
“The study uses SEM to test the hypotheses relating to nostalgia affecting consumption. The results indicate that nostalgia has both direct and indirect impacts on consumption intention; consumption affected by nostalgia varies depending on the individual; and younger customers’ predisposition to want cheap prices is an important consideration in marketing nostalgia to younger customers.”
This study examines the impact of positive emotions (happy, interest) and level of character-brand interaction level (CIL) on consumers’ response to brand placements.
“Differentiated positioning becomes increasingly difficult when brand salience weakens. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects.”
Brent Smart, CEO of Saatchi & Saatchi New York, believes that advertising is all about moving brands beyond reason and into culture. What does that mean? You must be ICONIC. A company may have recognizable brand assets, but for Brent, what really makes you iconic is how you use them.
The Influences of Humorous Advertising on Brand Popularity and Advertising Effects in the Tourism Industry
“With a diversity of promotional channels and ever-increasing numbers of participants, the tourism industry in Taiwan faces keen competition.” In this study on the influence of humorous advertising on brand awareness, one hundred questionnaires were generated from users of a Taiwanese travel website.
This Master’s thesis looks at human-centred branding and the role of the senses in a study of “the social and cultural meanings consumers attach to brands and branding within the art, science and technology continuum”.