Resources

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 interesting academic investigations into the hearts and minds of today’s consumers.

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: Exercises & Workshops | 2,454 views

Lovemarks and Contextual Creativity – Part 1

Contextual Creativity (CCR) expands the idea of Content Planning to embrace the belief that expertise on how media is consumed can be a powerful source of big ideas. Lovemarks Campus will release a three part series that provides exercises on the subject, with this exercise looking at how Mystery, Intimacy and Sensuality can be applied in different media categories.

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: Theses & Dissertations | 4,314 views

An Examination of How Product Involvement Affects Brand Loyalty

This Master’s thesis studies the affects of product involvement on brand loyalty for cars and batteries. The research tested “factors for regression correlations to identify links between pleasure, sign and risk probability and brand loyalty for cars and interest/pleasure, sign, risk probability and risk importance for batteries.”

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: Case Stories | 3,687 views

BGH ‘Quick Chef Music’

How do you promote a microwave when its functional features are exactly the same as the model from the previous year? The solution – add an element of Sensuality and fill kitchens around the world with music by eliminating the unbearable beeping noise synonymous with microwaves.

Type: Exercises & Workshops | 2,363 views

Shape Shifter

The gift of empathy is given to those who can shift the way they think in profound and meaningful ways. Shopping is ideal for a rapid empathy workout. It’s something we all have to do. We do it in our own very personal style according to our own goals. How we shop reflects who we are.

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.”

Type: Articles & Papers | 2,042 views

The Effect of Product-Personality Congruence on Product Attachment

This paper from Nyenrode University and Delft University of Technology in the Netherlands explores the relationship between product personality and the development of consumer attachment, and its implications for design.

Type: Articles & Papers | 1,516 views

Autotelic Need for Touch, Haptics, and Persuasion: The Role of Involvement

This article details three experiments where the element of touch is explored in terms of its ability to increase persuasion. The “research extends previous work by including involvement in the context of an appeal by a nonprofit.” The Madison Symphony Orchestra is the subject of one experiment.

Type: Articles & Papers | 1,814 views

Consumers’ Emotional Attachment and Willingness to Pay for Their Favourite Sportswear Brand

In this study, 440 students aged 18 to 25 years were surveyed to understand the relationship between consumers’ emotional attachment and willingness to pay premium prices for their favorite sportswear brand.

Type: Articles & Papers | 1,465 views

The Power of Emotion: Brand Communication in Business-to-Business Markets

This article looks at how “emotional brand values need to be communicated effectively both within the organisation as well as externally through the industrial sales force” in order for B2B businesses to connect emotionally with customers. A model is proposed.

Type: Audio & Video, Case Stories | 1,832 views

Nike ‘Corinthians’

In 2010, Brazilian football team Corinthians turned 100 years old. To pay homage to its more than 30 million fans, F/Nazca Saatchi & Saatchi worked with Nike to establish a country for the team’s fans. The result is Republica Popular do Corinthians a nation with more ‘citizens’ than 150 other countries in the world.

Type: Articles & Papers | 1,312 views

Development of Chinese Consumers’ Brand Love Conceptual Structure and Scale

This paper from the School of Management, Zhejiang University, establishes a consumer brand love conceptual structure developed specifically on Chinese consumer psychology and tests it with sports’ shoe brands.