We know that emotion builds strong brand-consumer relationships, but what types of emotions suit the promotion of particular products? “The findings of the experiment suggest that for a privately consumed product, ads evoking an ego-focused emotion scored better than ads evoking an other-focused emotion, whereas the reverse was true for a publicly consumed product.”
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 | 1,153 views
Type: Articles & Papers | 1,122 views
This paper from the Institute for Advanced Research in Marketing, Cranfield School of Management, UK, looks at the impact of consumer loyalty on retail spend in the United Kingdom.
Type: Articles & Papers | 1,061 views
This paper published in the ‘Journal of Marketing Management’ investigates the mediating factors that shape the emotional responses that occur as a result of ambient scent within retail environments.
Type: Articles & Papers | 1,202 views
This study “seeks to identify brand romance – a more proximal construct to brand loyalty and aims to offer a complementary perspective to understand emotional attachment to brands.”
Type: Articles & Papers | 1,668 views
This study critiques the claim that Lovemarks like Nike do not score much higher in terms of brand loyalty compared to smaller brands due to the polygamous loyalty of buyers.
Type: Articles & Papers | 1,888 views
A thesis from the College of Management, Israel, examines the Lovemarks model in relation to perception of quality and satisfaction. This study focuses on the soft drink category.
Type: Articles & Papers | 1,101 views
This paper takes a look at the affect that carryover emotions have on economic decisions and how emotions of the same valence can have counter effects during the buying process.
Type: Articles & Papers | 2,152 views
This research paper from Kalmar University, Sweden, proposes a sensory marketing model based on the concept of discovery and the relationship between the human mind and our senses.
Type: Articles & Papers | 1,187 views
Scenting Movie Theatre Commercials: The Impact of Scent and Pictures on Brand Evaluations and Ad Recall
Can introducing the sense of smell to cinema advertising improve advertising recall? “Although both pictorial and olfactory cues enhance brand evaluations and ad recall overall, we find that olfactory (vs pictorial) cues generate more positive feelings toward the brand and enhance recall to a greater extent.”
Type: Articles & Papers | 1,171 views
Consumer-Retailer Emotional Attachment: Some Antecedents and the Moderating Role of Attachment Anxiety
This study investigates the creation of consumer loyalty through the development of affectionate bonds in the context of grocery store retailing. Consumers’ self-enrichment, self-gratification and self-enablement were found to likely influence emotional attachment.
Type: Articles & Papers | 1,328 views
“This research examines how store-evoked affect, human personality, and brand personality influence consumers’ emotional attachments to brands.” Field studies are conducted in a wine tasting room and juice bar to measure the effects of store-evoked pleasure on brand attachment, brand loyalty and willing to pay a price premium.
Type: Articles & Papers | 1,560 views
In this paper from the Journal of Services Marketing, a between-subjects experiment is set up to examine the influence of interpersonal antecedents on brand love in service delivery settings.
Type: Articles & Papers | 1,319 views
The opinions we have about brands are developed through conscious and un-conscious experiences. This study looks at how a method called multi-sensory sculpting (MSS) can be used to retrieve brand knowledge.
Type: Articles & Papers | 1,176 views
The Effect of Online Store Atmosphere on Consumer’s Emotional Responses – An Experimental Study of Music and Colour
We know that appealing to the senses in-store affects consumer response. But what happens when a person shops online? This study “explores the impact of two environmental elements – music and colour – of an online store on the consumers’ emotions”.
Type: Articles & Papers | 1,507 views
This research looks at media titles and advertiser brands to measure the interrelated effects of attachment and emotional commitment. ‘Le Monde’, ‘Elle’, Apple and Ferrari are brands referred to in this study.