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 | 84 views

Looking Back

The Impact of Emotion and Brand Placement on Brand Memory: A Neurophysiological View

“This paper investigates the interplay of consumer emotional response to Ad content and moment of brand placement on the consumer ability to associate Ad message and brand name.”

Type: Articles & Papers, Resources | 163 views

Computers in Human Behavior

Spreading Love Through Fan Page Liking: A Perspective on Small Scale Entrepreneurs

“The study reveals a positive relationship between “liked” brands on Facebook fan-page and brand love. Further, the study finds that liking the fan pages is essentially converted into WOM, and it results into purchase proposition.”

Type: Articles & Papers, Resources | 92 views

Journal of Consumer Marketing

Attribution of Symbolic Brand Meaning: The Interplay of Consumers, Brands and Reference Groups

“The purpose of this paper is to examine the role played by both, self-brand connection and reference groups, in attributing symbolic meaning to a brand.”

Type: Articles & Papers, Resources | 238 views


The Cool Scent of Power: Effects of Ambient Scent on Consumer Preferences and Choice Behavior

“The present research examines how ambient scents affect consumers’ spatial perceptions in retail environments, which in turn influence customers’ feelings of power and, thus, product preference and purchasing behavior.”

Type: Articles & Papers, Resources | 880 views

Gfk Marketing Intelligence

Choosing Beauty and Feeling Good: How Attractive Product Design Increases Self-Affirmation

“Choice of high design works as a unique form of affirmation. It works unconsciously, and high design may even be a particularly powerful form of affirmation precisely because its relationship to the self and one’s values is not obvious. And design is more powerful than other features in this respect.”

Type: Articles & Papers, Resources | 230 views

Journal of Business and Social Research

Young Consumers and their Brand Love

“The current study aims to extend the discussion of the brand experience dimensions and to form the brand love, focusing on the members of the youngest consumer segment.”

Type: Articles & Papers, Resources | 596 views


Can We Rank Emotions? A Brand Love Ranking System for Emotional Terms

“In this paper we examine customers’ emotional attachment to a brand name utilizing content extracted from social media. More specifically, we consider the emotions associated to brand love appearing in the form of terms in users’ Twitter posts.”

Type: Articles & Papers, Resources | 352 views

Ideas in Marketing

Do Happy Brand Placements Lead to Happy Brands?

“The findings of this study indicate that emotions have a significant effect on the consumer attitude towards the placed brands and practitioners may need to re-evaluate the placement strategies, particularly, when placing the brands in a happy situation with high plot integration.”

Type: Articles & Papers, Resources | 316 views


How to Capture Tourists’ Love for a Place: Methodological and Technological Solutions

“A potential expansion of the brand love concept could be “place brand love,” and it will be argued that qualitative methods may be the most effective way to research this area in a tourism context and may serve as a catalyst to deeper insights than would be possible with quantitative methods alone.”

Type: Articles & Papers, Resources | 309 views

Applied Marketing Analytics

New Tools and Techniques for Understanding Non-Conscious Consumer Decisions

“Market researchers increasingly understand the importance of non-conscious processes in consumer decision making. A number of concepts and models are being adopted from cognitive neuroscience, such as conceptual and motivational priming and processing fluency…This paper briefly describes the theoretical background to how these ideas are being applied, as well as each main technique, with its potential uses, strengths and weaknesses.”

Type: Articles & Papers, Resources | 677 views

Ideas in Marketing

CO-Creation and Brand Love: Developing a Theoretical Framework

“The objective of this study is to develop a conceptual model of co-creation and brand love. The main contribution of the present study is that is suggests both a direct impact of co-creation on brand love sub-dimensions as well as an indirect one through quality.”

Type: Articles & Papers, Resources | 350 views

Psychology & Marketing

Is It Really Love? A Comparative Investigation of the Emotional Nature of Brand and Interpersonal Love

“Building on dimensional emotional theories, this study compared the emotional nature of brand love against interpersonal love, interpersonal liking, and brand liking, using a mixed-method approach.”

Type: Articles & Papers, Resources | 592 views

Ideas in Marketing

Consumer Behavior: How the “Brand Love” Affects You

“…This paper aims to examine how the antecedents of “Brand Love”, brand identification and sense of community influence loyal behavior and willingness to pay a higher price for “Brand Love”.” Structural equation modeling is used to analyze data collected for brands Zara and Modalfa.

Type: Articles & Papers, Resources | 447 views

British Food Journal

The Impact Of Brand Authenticity On Brand Attachment In The Food Industry

This study looks at data collected from a consumer sample in Greece for two established Greek brands in the food industry. It “confirms that brand authenticity predicts the brand attachment, while brand attachment influences consumers purchase intentions, willingness to pay more and promote the brand.”

Type: Articles & Papers, Resources | 629 views


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.