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.
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.
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).
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.
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.
People act or behave emotionally 80 percent of the time and rationally 20 percent of the time. A number of studies attest to this. Ask a PR communicator and, in all likelihood, he will agree that his publics don’t decide what to support or not to support on a purely rational basis.
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.
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).
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.
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.
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.
This article from The Marketing Review looks at ‘romantic brand love’, a unique facet of brand love that is stimulated by specific themes, products and brand symbolism in advertising. It also outlines the structure of romantic brand love and looks at how it is developed.
This article investigates the possessions and activities that consumers love and their role in the construction of a coherent identity narrative.
This study by Eva Illouz investigates the link between emotion and the sociology of consumption. Arguing not only that the category of ‘emotion’ can be heuristic for a sociology of consumption, but also that the consumption has long been, albeit unknowingly, dealing with emotions.
Desire is the motivating force behind much of contemporary consumption. Yet consumer research has devoted little specific attention to passionate and fanciful consumer desire. This article is grounded in consumers’ everyday experiences of longing for and fantasizing about particular goods.
Remembering the Good Old Days: The Moderating Role of Consumer Affective State on the Effectiveness of Nostalgic Advertising
This study examines the moderating role of consumer affective state on individuals’ responses to nostalgic and non-nostalgic advertising.