This study explores why football fans are willing to do make sacrifices in order to continue their relationship with their preferred club.
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.
Comparing brand identity fusion with brand identification, this research provides evidence that brand identity fusion is more predictive and enduring in explaining consumers’ relationship-serving biases and prorelationship behaviors in the face of brand transgressions.
Warmth and Conformity: The Effects of Ambient Temperature on Product Preferences and Financial Decisions
Warm temperatures increased the participants’ perceptions of social closeness to other decision-makers, thus leading them to consider the opinions of those decision-makers to have greater validity
Type: Articles & Papers | 343 views
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.
Type: Articles & Papers | 3,290 views
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.”
Type: Articles & Papers | 597 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: Articles & Papers | 523 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: Articles & Papers | 530 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 | 656 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 | 588 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 | 524 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 | 388 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 | 520 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 | 768 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: Articles & Papers | 682 views
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.”