Articles & Papers

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 of the most revealing academic investigations into the hearts and minds of today’s consumers.

Type: Articles & Papers, Resources | 94 views

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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.

Type: Articles & Papers, Resources | 77 views

Journal-of-Marketing

The Handmade Effect: What’s Love Got to Do with It?

“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. “

Type: Articles & Papers, Resources | 94 views

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Fan or Fanatic: A Measure of Consumer Devotion

“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.”

Type: Articles & Papers, Resources | 209 views

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Emotions in Supermarket Brand Choice: A Multi-Method Approach

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.

Type: Articles & Papers, Resources | 134 views

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What Brands Do Consumers Love? – A Study of Fashion Brands and Food Brands

“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.”

Type: Articles & Papers, Resources | 144 views

Marketing

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.”

Type: Articles & Papers, Resources | 116 views

Journal-of-Business-Research

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.”

Type: Articles & Papers, Resources | 150 views

Academy of Marketing Science

Do Happy Brand Placements Lead to Happy Brands?

This study examines the impact of positive emotions (happy, interest) and level of character-brand interaction level (CIL) on consumers’ response to brand placements.

Type: Articles & Papers, Resources | 182 views

Asia-Marketing-Journal-Web

Effects of Storytelling in Advertising on Consumers’ Empathy

“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.”

Type: Articles & Papers, Resources | 355 views

Sustainability

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.

Type: Articles & Papers, Resources | 374 views

Journal

Positive Consumption Emotion to Purchase Intention Cross-Cultural Evidence from China and India

It has been widely confirmed that emotion elicited by products, services, and store atmosphere positively impact subsequent consumer responses such as satisfaction and purchase intention. To understand consumer emotional responses clearly, consumer emotion structure must be identified.

Type: Articles & Papers, Resources | 343 views

Journal

The Influence of Sponsorship on Brand and Event Attitudes: Understanding the Role of Emotions

Event sponsorship in sport has become one of the most prominent nontraditional components of the marketing communication mix for many companies across the globe (IEG 2011). Since many companies use sporting events to promote their brands, studying the effects of event sponsorships on both sponsoring brands and sponsored events has become increasingly relevant to marketing theory and practice (Sneath et al. 2005, Chien et al. 2011).

Type: Articles & Papers, Resources | 413 views

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Consumer Behavior: How the “Brand Love” Affects You

The use of the construct “Brand Love” is relatively recent in explaining consumer behavior. However it is pertinent to think that a stronger consumer connection with a brand influences their behavior, particularly in terms of loyalty and willingness to pay a higher price for their “Brand Love”.

Type: Articles & Papers, Resources | 466 views

Psychology & Marketing

Store Atmospherics: A Multisensory Perspective

This journal article published in Psychology & Marketing “reviews the scientific evidence related to visual, auditory, tactile, olfactory, and gustatory aspects of the store environment and their influence on the consumer’s shopping behavior”.

Type: Articles & Papers, Resources | 363 views

Journal of Consumer Marketing

What Type of Relationship Do We Have With Loved Brands?

“Current brand love studies neglect a detailed discussion and analysis of the appropriate relationship theory and underlying measurement scale to be used… The purpose of this paper is to close this gap by providing a discussion, testing and comparing two different relationship theories and their underlying scales as applied to brand love.”