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 | 96 views

J-CC

Emotions, Imagination and Consumption

This study by Eva Illouz investigates the link between emotion and the sociology of consumption. Arguing not only that the category of ‘emotion’ can be heuristic for a sociology of consumption, but also that the consumption has long been, albeit unknowingly, dealing with emotions.

Type: Articles & Papers, Resources | 130 views

Journal-of-Consumer-Research

The Fire of Desire: A Multisited Inquiry into Consumer Passion

Desire is the motivating force behind much of contemporary consumption. Yet consumer research has devoted little specific attention to passionate and fanciful consumer desire. This article is grounded in consumers’ everyday experiences of longing for and fantasizing about particular goods.

Type: Articles & Papers, Resources | 116 views

Journal-of-Ad

Remembering the Good Old Days: The Moderating Role of Consumer Affective State on the Effectiveness of Nostalgic Advertising

This study examines the moderating role of consumer affective state on individuals’ responses to nostalgic and non-nostalgic advertising.

Type: Articles & Papers, Resources | 261 views

EBR

Impacts of the Trilogy of Emotion on Future Purchase Intentions in Products of High Involvement Under the Mediating Role of Brand Awareness

This study validates the impact of emotion – more specifically cognition and affection – on future purchase intentions under mediating role of brand awareness, in a country with growing markets.

Type: Articles & Papers, Resources | 211 views

Business-Globalisation

Fans Club Brand Relationship: Football Passion

This study explores why football fans are willing to do make sacrifices in order to continue their relationship with their preferred club.

Type: Articles & Papers, Resources | 187 views

Pyschology-Marketing

Nothing Can Tear Us Apart: The Effect of Brand Identity Fusion in Consumer–Brand Relationships

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.

Type: Articles & Papers, Resources | 483 views

JCP

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 | 403 views

Regional and Business Studies

Lovemarks or Passion Brands May Create Barriers to Private Labels in the Digital Age

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 | 3,602 views

South East Asia Journal of Management

Sensory Marketing: Impact of Store Atmospherics on Buying Behavior

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 | 771 views

Journal of Marketing Management

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 | 579 views

Vic_Uni

Leveraging the Human Side of the Brand Using a Sense of Place: Case Studies of Craft Breweries

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 | 576 views

crummer

Brand Love: Interpersonal Or Parasocial Love Relationship?

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 | 709 views

IOSR Journal

Brand Love: Mediating Role in Purchase Intentions and Word-of-Mouth

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 | 611 views

Psychology & Marketing

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 | 554 views

Journal of Consumer Psychology

Engaging the Senses to Affect Perception, Judgment and Behavior

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