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, Resources | 1,433 views

Impacts of the Trilogy of Emotion on Future Purchase Intentions in Products of High Involvement Under the Mediating Role of Brand Awareness

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.

Type: Articles & Papers, Resources | 1,086 views

Fans Club Brand Relationship: Football Passion

This study explores why football fans are willing to do make sacrifices in order to continue their relationship with their preferred club.

Type: Articles & Papers, Resources | 1,561 views

Nothing Can Tear Us Apart: The Effect of Brand Identity Fusion in Consumer–Brand Relationships

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.

Type: Resources, Theses & Dissertations | 687 views

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”.

Type: Audio & Video, News & Media, Resources | 1,577 views

The Language of Brand Love: Loveworks Author Brian Sheehan Talks to Marketing Smarts

Brian Sheehan talks to’s Kerry O’Shea Gorgone about his new book Loveworks: How the world’s top marketers make emotional connections to win in the marketplace.

Type: Insights & Ideas, News & Media | 2,711 views

Teaching Feature: Jayne Van Dusen, Algonquin College

Q&A with Jayne Van Dusen, Advertising & Marketing Communications Management, Algonquin College, Ottawa, Canada.

Type: Articles & Papers, Resources | 1,716 views

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

Type: Audio & Video, News & Media, Resources | 855 views

From Theory to Practice: Loveworks is Proof that Lovemarks Works

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)

Type: News & Media, Resources | 989 views

Ignite Brand Loyalty and Win the Love of Customers

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.

Type: News & Media, Resources | 913 views

Storytelling May Be Your Company’s Biggest Asset

In a guest post for, 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.

Type: Audio & Video, News & Media | 1,568 views

Interview with Brian Sheehan: How Do Students Feel About Lovemarks?

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.

Type: Audio & Video, News & Media | 2,126 views

Interview with Brian Sheehan: Why Write Loveworks?

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 | 1,168 views

Lovemarks or Passion Brands May Create Barriers to Private Labels in the Digital Age

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 | 1,385 views

Love Works, Actually

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 | 1,066 views

Why We Love or Hate Apple and Swiss Army Knives: Study Finds Three Keys to Brand Affinity

This article, originally published on, 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.”