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 | 1,323 views

Hopelessly Devoted to You: Towards an Extended Conceptualization of Consumer Devotion

The importance of devotion, which “conveys the meaning of love, close connectedness and a religious form of zeal,” is explored in this paper. Devotion closely involves passion, intimacy, and dedication, and these are important for consumer person-object relationships.

Type: Articles & Papers | 1,763 views

When Consumers Love Their Brands: Exploring the Concept and its Dimensions

Albert et al. investigate the love some French consumers have for brands. Words associated with love are used to identify 11 dimensions of love towards a brand. These findings are compared with a similar study undertaken in the USA.

Type: Articles & Papers | 1,522 views

In Search of Lovemarks: the Semantic Structure of Brands

This study which supports the concept of Lovemarks, shows that identifying with a brand is a factor in the process of it becoming a Lovemark. Nike, Google, Disney and BMW are significantly ahead of other brands in terms of the affection held for them among college students.

Type: Articles & Papers | 3,109 views

Love: a Critical Reading of Lovemarks

Lovemarks and its supporting ideas are satirically dissected to show how an alternative approach to understanding can be used. A critique of the love of objects, and comparisons with established views of love, are used as counterpoints to the Lovemarks concept.

Type: Articles & Papers | 1,309 views

Music Purchase Behaviour: The Effect of Emotional Loyalty on Intention to Purchase

Sarri and Drennan (2006) present an interesting and important finding for the music industry: the emotional connection to an artist’s music enhances a consumer’s loyalty and positively influences their decision to purchase music, rather than download it for free.

Type: Articles & Papers | 1,217 views

Living with Respect

This paper explores Respect and its relevance to marketing relationships. Care, acceptance, equality, responsibility and achievement emerge as themes, and respect is found to be “an indispensable lynchpin to relationships”.

Type: Articles & Papers | 2,236 views

Some Antecedents and Outcomes of Brand Love

Exploring brand love, Carroll and Ahuvia (2006) find that it is greatest for brands which are more hedonic and provide more symbolic benefits. Brand loyalty and positive word-of-mouth are also associated with a consumer’s love of a brand.

Type: Articles & Papers | 2,364 views

What Do Consumers Do Emotionally with Advertising?

Research undertaken in the 1980s investigated emotions and subconscious thought processes in relation to advertising, but failed to gain widespread uptake. Gordon (2006) revisits this work and finds it is scientifically valid and informative for marketing initiatives.

Type: Articles & Papers | 2,868 views

Measuring Emotion – Lovemarks, the Future Beyond Brands

This paper tests the Lovemarks theory and develops a tool to help convert brands into Lovemarks. Emotional factors of Mystery, Sensuality and Intimacy are shown to have the strongest effect on buying decisions and a stronger customer-brand bond is best achieved through Intimacy.

Type: Articles & Papers | 4,167 views

Emotional Branding and the Strategic Value of the Doppelganger Brand Image

Emotional branding, and brands which are considered Lovemarks, continue to win and hold customers. But doppelgänger brands, which parody and criticize the authenticity of emotional branding, pose a threat which should be actively monitored and proactively addressed.

Type: Articles & Papers | 1,477 views

The Roots of Brand Loyalty Decline: an International Comparison

Kapferer’s (2005) paper draws on his fluency in French, English and German to delve into the deeper meanings held in the words loyalty and fidelity, in the context of brand loyalty and the type of relationship brands have and would like to have with their customers.

Type: Articles & Papers | 2,098 views

The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands

How emotional attachment to brands can be measured is investigated in this paper. It reveals insights into consumer commitment and the price they are prepared to pay for brands they are emotionally attached to. It also discusses loyalty, a major component of the Lovemarks framework.

Type: Articles & Papers | 1,622 views

Understanding the Role of Emotion in Advertising

Emotion and memory are intertwined and have a powerful influence on behaviour, both consciously and unconsciously. Percy (2003) shows why it’s crucial for advertisers to consider the importance of emotion-memory connections when creating ads.

Type: Articles & Papers | 1,904 views

Consumers and Their Brands: Developing Relationship Theory in Consumer Research

Fournier’s (1998) work on consumers and their brands investigates brand relationship quality. This invokes love/passion, commitment and intimacy as factors, among others, which contribute to relationship durability.