This study validates the impact of emotion – more specifically cognition and affection – on future purchase intentions under mediating role of brand awareness, in a country with growing markets.
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.
This study explores why football fans are willing to do make sacrifices in order to continue their relationship with their preferred club.
Comparing brand identity fusion with brand identification, this research provides evidence that brand identity fusion is more predictive and enduring in explaining consumers’ relationship-serving biases and prorelationship behaviors in the face of brand transgressions.
What’s This Thing Called Love? Exploring the Relationship Between Brand Love, Personality, and the Propensity to Anthropomorphize
A Master’s thesis “conducted through an online survey amongst 410 students between 18 and 26, contributes to a further understanding of this by examining the influence of personality (as measured by the big five), the propensity to anthropomorphize and product type grid on brand love”.
Brian Sheehan talks to MarketingProfs.com’s Kerry O’Shea Gorgone about his new book Loveworks: How the world’s top marketers make emotional connections to win in the marketplace.
Q&A with Jayne Van Dusen, Advertising & Marketing Communications Management, Algonquin College, Ottawa, Canada.
Warmth and Conformity: The Effects of Ambient Temperature on Product Preferences and Financial Decisions
Warm temperatures increased the participants’ perceptions of social closeness to other decision-makers, thus leading them to consider the opinions of those decision-makers to have greater validity
Brian Sheehan, author of Loveworks, speaks to Class CNBC Italy about the birth of Loveworks and the importance of love in the long-term success of a brand. (In Italian)
Building brand loyalty requires a personal touch. Brian Sheehan talks about connecting to consumers beyond a commercial transaction. Saying that brands have to evoke strong emotions through the experiences they offer to create loyalty beyond reason.
In a guest post for CMO.com, Loveworks author, Brian Sheehan, discusses a brands greatest asset, its ability to tell stories. He looks at three different stories brands can communicate: brand stories, consumer stories, and stories to be shared by both brand and consumers.
In Part 2 of our conversation with Brian Sheehan, author of ‘Loveworks: How the world’s top marketers make emotional connections to win in the marketplace’, Brian speaks about the response to Lovemarks in the classroom.
Lovemarks Campus recently spoke to Brian Sheehan, Associate Professor of Advertising at the S.I. Newhouse School of Public Communications at Syracuse University and author of Loveworks: How the world’s top marketers make emotional connections to win in the marketplace. In the first of part of the interview, we asked Brian, “Why write Loveworks?”
Type: Articles & Papers | 1,159 views
In this article from the journal of ‘Regional and Business Studies’, the issue of private label competition is explored. The limitations and advantages of emotional and value based marketing marketing are discussed.
Type: News & Media | 1,383 views
Gail Curtis, CEO of Saatchi & Saatchi South Africa, defends emotion as the key to consumers’ hearts and minds and that which influences their choices. “Having a clear and lovable purpose, showing what you stand for, expressing your inspirational dream – this is what brands should be doing.”
Type: News & Media | 1,059 views
This article, originally published on medicaldaily.com, looks at a recent study from USC Marshall School of Business on the three keys to brand attachment. “Marketers who want to build emotional affinity for their brands, then, need to appeal to consumers on three fronts – enticement, enablement, and enrichment.”