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.”
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 | 271 views
Type: Articles & Papers | 187 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 | 148 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 | 317 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 | 234 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 | 342 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.
Type: Articles & Papers | 195 views
This paper from Harvard University and Crummer Graduate School of Business compares interpersonal love relationship theory and parasocial love relationship theory to determine which best explains the concept of brand love.
Type: Articles & Papers | 228 views
Academics from Foundation University Islamabad, Pakistan, collected data from 265 cell phone customers to ascertain if purchase intentions can be used to predict brand love and word-of-mouth.
Type: Articles & Papers | 298 views
Can Consumers Forgo the Need to Touch Products? An Investigation of Nonhaptic Situational Factors in an Online Context
With the growing popularity of online shopping, the effect and importance of touch on people’s intention to purchase is topic on many retailers’ minds. In this paper, academics from University of Evansville and University of North Texas explore.
Type: Articles & Papers | 191 views
This article presents an overview in the study of sensory marketing and perception, and highlights existing areas where additional research needs to be done.
Type: Articles & Papers | 245 views
This paper “explores how verbal smell references in restaurants’ radio advertisements affect consumers’ perceived ability to “almost taste” and “almost smell” the advertised product, affective response, and purchase intentions”.
Type: Articles & Papers | 298 views
This paper examines how visual and haptic package design characteristics singularly and jointly affect consumers’ brand impressions. “The findings have been obtained for a single category (bottled water) using experiments designed to highlight and focus consumer attention on the formation of impressions.”
Type: Articles & Papers | 525 views
This paper looks at the impact of emotional branding on personal share of purchases amongst buyers. “It seems that advertising can generate the expectancy of strong, specific, emotional attachment, but very favorable brand usage experience must follow if this approach is to be successful.”
Type: Theses & Dissertations | 364 views
This Master’s thesis looks at Lovemarks theory and analyzes consumer stories to obtain insight on the drivers behind brand love. It also uses the photo elicitation technique to “evoke feelings, stories, and memories in order to provide a new perspective on the theory of brand love”.
Type: Theses & Dissertations | 298 views
This thesis in Spanish from the University of Chile looks at the concept of brand love in Chile and tests the existence of brand love in regard to Chilean services. “It was determined that the love of brands is strongly influenced by a sense of belonging to a community and for consumers to identify that particular brand.”