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 | 1,595 views

Nostalgic Brands As Mood Boosters

“Why form consumers purchase intentions for nostalgic brands, and what individuals are likely to do so?…Using the dispositional theory of moods, this research tests the notion that nostalgic brands relate to mood boosts as major drivers of behavioral intentions.”

Type: Articles & Papers | 1,302 views

The Impact of Storytelling on the Consumer Brand Experience: The Case of a Firm-Originated Story

This study investigates how storytelling affects brand experience. In an experiment, one test group was exposed to a firm’s story and another group was not. Interviews were conducted to assess opinions.

Type: Articles & Papers | 1,856 views

Sensory Cues and Shoppers’ Touching Behaviour: The Case of IKEA

This study explores the relationship between visual and olfactory cues within a retail environment through a field experiment conducted within the glass department of IKEA. Shoppers’ touching behaviour, purchase intentions and total sale are impacted.

Type: Articles & Papers | 1,491 views

An Arousal Regulation Explanation of Mood Effects on Consumer Choice

Experiments using scents and music were used in a study to determine the effects of people’s mood states on product preference. The authors “found that in addition to regulating mood (positive or negative), consumers also make choices that are consistent with regulating their level of arousal.”

Type: Articles & Papers | 1,313 views

Atmospheres of Seduction: A Critique of Aesthetic Marketing Practices

This article applies the theory of Gernot Böhme that labels aesthetics as the science of sensory perception to marketing practice. “The theoretical background is applied to a Starbucks coffee shop as an example for a seductive consumption atmosphere to make evident issues of aesthetic pleasure and aesthetic manipulation.”

Type: Articles & Papers | 1,406 views

Brand Emotional Connection and Loyalty

This paper in the Journal of Brand Management investigates male and female perceptions towards brand trust and commitment as antecedents of brand love. Three car brands are referred to in this study: Toyota, Ford and Renault.

Type: Articles & Papers | 1,097 views

The Eyes Have It: How a Car’s Face Influences Consumer Categorization and Evaluation of Product Line Extensions

Many consumers think cars have ‘faces’. The positioning of the lights (eyes) and grille (mouth) give each model a distinct personality that influences a buyers’ and owners’ opinion, and determines preference for certain models. This paper explores consumer reactions when line extensions of automobiles become too visually similar.

Type: Articles & Papers | 1,247 views

The Implications of Different Types of Relationships Between Consumers and Brands

This paper highlights the implications for brand managers of intimate consumer-brand relationships, and explores the effects of different types of relationships on consumers’ satisfaction levels.

Type: Articles & Papers | 1,629 views

Consumer–Retailer Love and Attachment: Antecedents and Personality Moderators

This paper “investigates feelings of attachment and love through two empirical consumer studies of two different grocery retailer brands.” The findings imply that image, value and social responsibility affect love-levels.

Type: Articles & Papers | 1,430 views

Objective Measures of Emotion Related to Brand Attitude: A New Way to Quantify Emotion-Related Aspects Relevant to Marketing

This study from the University of Newcastle, Australia, tests – using neurological scanning – “the hypothesis that individual like and dislike as occurring in relation to brand attitude can be objectively assessed”.

Type: Articles & Papers | 1,906 views

Automatic Behavioral Priming Effects of Brand Anthropomorphism

In a study by the University of Toronto and University of Chicago, people were asked to imagine brands as if they were human. People who anthropomorphized the brands considered the brands to be emphatic partners. Krispy Kreme and Kelloggs are used as examples.

Type: Articles & Papers | 1,689 views

Does Passion for a Team Translate Into Sales for a Sponsor? The Irish Case

This research paper from the Journal of Sponsorship investigates if passion for a sports team translates into sales for sponsorship brands. It asks the questions “Can sponsorship persuade a loyal fan to choose one product over another? Can it generate enough emotional attachment to make a difference to sales?”

Type: Articles & Papers | 1,332 views

Applying Brand Attachment to a Consumption Context: Attachment to Mobile Phones

This study uses Fournier’s brand attachment typology to understand people’s attachment to their mobile phones. 17 interviews were performed to measure levels of consumer love. Possible future research is presented.

Type: Articles & Papers | 1,500 views

Consumer Fanaticism: the Processes Leading to High-End Loyalty

The authors of this study from RMIT University, Monash University and the University of Adelaide interviewed six highly loyal consumers to map the stages that lead to extreme cases of brand loyalty. Three key transition stages were identified.

Type: Articles & Papers | 1,489 views

Ability of Experience Design Elements to Elicit Emotions and Loyalty Behaviors

This article explores the relationship between different service elements designed to create enhanced experience and customer loyalty. “In addition, it looks at emotional responses as mediating factors between the physical and relational elements and loyalty behaviors.”