Lovemarks Campus

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.”

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.”

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.

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.

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.

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.

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.

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.

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.

This article presents an overview in the study of sensory marketing and perception, and highlights existing areas where additional research needs to be done.

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”.

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.”

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.”

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”.