“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.”
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.
This study examines the impact of positive emotions (happy, interest) and level of character-brand interaction level (CIL) on consumers’ response to brand placements.
“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.”
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.
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.
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).
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”.
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”.
“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.”
Reading Fictional Stories and Winning Delayed Prizes: The Surprising Emotional Impact of Distant Events
Hedonic experiences that involve real, immediate events (such as reading about a recent, real-life tragic event) naturally evoke strong affective reactions. When these events are instead fictional or removed in time, they should be perceived as more psychologically distant and evoke weaker affective reactions. The current research shows that, while consumers’ intuitions are in line with this prediction, their actual emotional experiences are surprisingly insensitive to the distancing information.
“This article presents a study designed to investigate and map the trajectories of brand love. Consumers described experiences related to the initiation and evolution of their relationships with their most loved brand.”
Loving Brands for Their Image : Exploring the Relationship Between Self-Congruity, Self-Monitoring and Brand Love.
Nowadays, due to the wide range of products and brands consumers can choose from, organizations are having a hard time standing out and connecting with consumers. Establishing and maintaining a strong consumer-relationship is becoming more important but for organizations it is difficult to create a lovable brand. This study provided better insights to which different congruity facets and their focus led to greater love for brands.
The objective of this paper is to develop a better understanding of brand engagement by examining two of its antecedents: design benefits and consumer emotions.
Global advertising and ideas company Saatchi & Saatchi has released a Red Paper on the future of brand loyalty. The paper is issued on the 10th anniversary of the best-selling business book Lovemarks the future beyond brands, written in 2004 by Kevin Roberts, the company’s Worldwide CEO.