Lovemarks Campus

In this paper from the Journal of Services Marketing, a between-subjects experiment is set up to examine the influence of interpersonal antecedents on brand love in service delivery settings.

The opinions we have about brands are developed through conscious and un-conscious experiences. This study looks at how a method called multi-sensory sculpting (MSS) can be used to retrieve brand knowledge.

We know that appealing to the senses in-store affects consumer response. But what happens when a person shops online? This study “explores the impact of two environmental elements – music and colour – of an online store on the consumers’ emotions”.

This research looks at media titles and advertiser brands to measure the interrelated effects of attachment and emotional commitment. ‘Le Monde’, ‘Elle’, Apple and Ferrari are brands referred to in this study.

A group of more than 60 executives from various disciplines visited Del Campo Nazca Saatchi & Saatchi, Argentina, as part of the Executive MBA program at the New York Stern School of Business.

Hans Villarica from ‘The Atlantic’ interviews Susan Fournier, Associate Professor in Marketing and Dean’s Research Fellow at Boston University, on her seminal research on brand relationship theory and why it’s not just a metaphor.

“Why form consumers purchase intentions for nostalgic brands, and what individuals are likely to do so?…Using the dispositional theory of moods, this research tests the notion that nostalgic brands relate to mood boosts as major drivers of behavioral intentions.”

This study investigates how storytelling affects brand experience. In an experiment, one test group was exposed to a firm’s story and another group was not. Interviews were conducted to assess opinions.

This study explores the relationship between visual and olfactory cues within a retail environment through a field experiment conducted within the glass department of IKEA. Shoppers’ touching behaviour, purchase intentions and total sale are impacted.

Badillo Nazca Saatchi & Saatchi, Puerto Rico, used graffiti to raise awareness around issues of domestic abuse for United Way. In the period immediately after the launch 1,900 people requested help directly.

Experiments using scents and music were used in a study to determine the effects of people’s mood states on product preference. The authors “found that in addition to regulating mood (positive or negative), consumers also make choices that are consistent with regulating their level of arousal.”

Kevin Roberts speaks to WOBI (World of Business Ideas) about what makes a brand irresistible and the necessity of brands becoming Lovemarks in today’s society if they are to succeed.

This article applies the theory of Gernot Böhme that labels aesthetics as the science of sensory perception to marketing practice. “The theoretical background is applied to a Starbucks coffee shop as an example for a seductive consumption atmosphere to make evident issues of aesthetic pleasure and aesthetic manipulation.”

This paper in the Journal of Brand Management investigates male and female perceptions towards brand trust and commitment as antecedents of brand love. Three car brands are referred to in this study: Toyota, Ford and Renault.