“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.”
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.
“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.”
“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.”
“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.”
“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.”
“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.”
“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.”
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.”
“…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.
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.”
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.
“Despite the popularity and high quality of machine-made products, handmade products have not disappeared, even in product categories in which machinal production is common. The authors present the first systematic set of studies exploring whether and how stated production mode (handmade vs. machine-made) affects product attractiveness. “
“This study explores the reasons why consumers become devoted fans and how it impacts their behavior. Based on an iterative process of qualitative and quantitative methods, a scale is developed that captures a consumer’s passion and commitment towards a brand or experience.”
This research article shows that many decisions in the grocery store are not driven by the store environment but rather by emotional connections to the brand, therefore the application of multiple qualitative methods reveals insights into grocery shopping that cannot be captured via traditional survey methods.
“The purpose of this study is to carry this concept of brand love a step further and see if there are any differences in it if we look at different categories of brands.”