Lovemarks Campus

In this article from the journal of ‘Regional and Business Studies’, the issue of private label competition is explored. The limitations and advantages of emotional and value based marketing marketing are discussed.

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.”

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.

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.”

Grocery shopping may feel like a routine exercise, but the role that emotions play in decision-making are complex and affect what and how we buy. “This exploration suggests that further insight can be gained if the emphasis is on how the consumer interacts with their brands rather than assuming that all grocery decisions are predictive.”

This paper looks at the unique challenge faced by global brands in their endeavors to create emotional connections with people from varied demographics and segmentations.

Brand intimacy can be created and strengthened through understanding the way consumers view themselves. “Creating emotional brand attachment is a key branding issue in today’s marketing world. One way to accomplish this is to match the brand’s personality with the consumer’s self.”