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 | 1,260 views

Consumer Behavior: How the “Brand Love” Affects You

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”.

Type: Articles & Papers, Resources | 1,097 views

Store Atmospherics: A Multisensory Perspective

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”.

Type: Articles & Papers, Resources | 968 views

What Type of Relationship Do We Have With Loved Brands?

“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.”

Type: Articles & Papers, Resources | 588 views

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.

Type: Articles & Papers, Resources | 1,326 views

Falling In Love With Brands: A Dynamic Analysis of the Trajectories of Brand Love

“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.”

Type: Articles & Papers, Resources | 1,522 views

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.

Type: Articles & Papers, Resources | 1,189 views

Design Benefits, Emotional Responses, and Brand Engagement

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.

Type: Articles & Papers, Resources | 761 views

Brand Loyalty Opportunity Never Bigger – Saatchi & Saatchi Red Paper

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 Chairman and former Worldwide CEO (1997-2014).

Type: Articles & Papers, Resources | 1,707 views

What Makes a Product Lovable?

This post was provided by Philipp A. Rauschnable, Assistant Professor of Marketing at University of Michigan-Dearborn, and one of the authors of the study.

Type: Articles & Papers, Resources | 822 views

The American Pick-up Truck – How Deep Is Your Love?

The North American market is characterized by its historically abundant access to oil and a mostly suburban population that drives large distances using wide uncongested roads. Indeed, one might ask whether America developed large cars to accommodate its wide roads or whether its wide roads were developed to accommodate its large cars.

Type: Articles & Papers, Resources | 1,441 views

Effects of Brand Love, Personality and Image on Word of Mouth: The Case of Fashion Brands Among Young Consumers

The impact of brand personality and brand image on brand love has not been investigated in any empirical research; this paper aims to address this by developing a causal model incorporating brand love, brand personality, brand image and word of mouth (WOM) to investigate the relationships among them.

Type: Articles & Papers, Resources | 1,742 views

The Development of an Emotion Lexicon for the Coffee Drinking Experience

Consumer products are perceived via sensory aspects that stimulate emotional responses. A small number of emotion lexicons for food have been developed, and these emotion instruments for general consumption experience might not uncover the deeper and distinct emotions created by specific products, especially those consumed primarily for pleasure (e.g., coffee).

Type: Articles & Papers, Resources | 1,270 views

Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?

Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity. In this article for the Journal of Marketing, the authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral.

Type: Articles & Papers, Resources | 965 views

Turn It Up: That’s My Song in That Ad

Popular music in advertising can affect attention, recall, and purchase intention. However, relatively little is known about its effect on attitude when the song in the ad is a favourite song. This study looked at the effect of various and actual integrations of popular music on attitude towards an ad, brand and artist in television commercials.

Type: Articles & Papers, Resources | 1,363 views

Power of Senses in Branding and Its Impact on Consumer

This paper examines the multi-sensory brand-experience concept, the significance of the multi-sensory brand-experience in differentiating, distinguishing and positioning a brand in the human mind as an image.