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 | 6,163 views

Sensory Marketing: Impact of Store Atmospherics on Buying Behavior

This paper looks at sensory marketing as an opportunity for retailers to differentiate their offerings in an intensely competitive market and “presents the review of different theoretical models on consumer responses to atmospherics.”

Type: Articles & Papers | 1,894 views

Theory and Strategies of Anthropomorphic Brand Characters from Peter Rabbit, Mickey Mouse, and Ronald McDonald, to Hello Kitty

This paper takes a case study approach and “explores the brand management strategies of Sanrio’s iconic character Hello Kitty, a cat epitomising cuteness and innocence.”

Type: News & Media | 1,516 views

Saatchi & Saatchi Champion Emerging Artistic Talent at the National Art School

The National Art School has announced a partnership with Saatchi & Saatchi Australia to support the achievements of over 100 students completing their Bachelor of Fine Art in 2013. The Saatchi & Saatchi National Art School Graduate Exhibition will showcase the artworks of over 100 emerging artists.

Type: News & Media | 1,405 views

Saatchi & Saatchi Partners with Media Design School on Graduate School

The Media Design School has partnered with Saatchi & Saatchi New Zealand to launch a new graduate school focusing on digital innovation, The Media Design Graduate School (The Graduate School), in Auckland.

Type: Articles & Papers | 1,422 views

Leveraging the Human Side of the Brand Using a Sense of Place: Case Studies of Craft Breweries

A review of more than 1000 craft breweries, this paper from Victoria University, Melbourne, explores the importance of myths, folklores and heroes in humanizing craft beer brands. Such approaches are found to strengthen the emotion connection that such brands have with consumers.

Type: News & Media | 2,385 views

Saatchi Circle Bulgaria

Saatchi & Saatchi Bulgaria launches an Academy of Advertising called ‘Saatchi Circle’ to give local students free training and practical experience in advertising. There are three main modules in the Academy: for copywriters, graphic designers and account executives. The courses will be held twice a year, each course will be 6 weeks long.

Type: Articles & Papers | 1,481 views

Brand Love: Interpersonal Or Parasocial Love Relationship?

This paper from Harvard University and Crummer Graduate School of Business compares interpersonal love relationship theory and parasocial love relationship theory to determine which best explains the concept of brand love.

Type: Articles & Papers | 1,851 views

Brand Love: Mediating Role in Purchase Intentions and Word-of-Mouth

Academics from Foundation University Islamabad, Pakistan, collected data from 265 cell phone customers to ascertain if purchase intentions can be used to predict brand love and word-of-mouth.

Type: Articles & Papers | 1,167 views

Can Consumers Forgo the Need to Touch Products? An Investigation of Nonhaptic Situational Factors in an Online Context

With the growing popularity of online shopping, the effect and importance of touch on people’s intention to purchase is topic on many retailers’ minds. In this paper, academics from University of Evansville and University of North Texas explore.

Type: Articles & Papers | 1,274 views

Engaging the Senses to Affect Perception, Judgment and Behavior

This article presents an overview in the study of sensory marketing and perception, and highlights existing areas where additional research needs to be done.

Type: Articles & Papers | 981 views

The Influences of Verbal Smell References in Radio Advertisements

This paper “explores how verbal smell references in restaurants’ radio advertisements affect consumers’ perceived ability to “almost taste” and “almost smell” the advertised product, affective response, and purchase intentions”.

Type: Articles & Papers | 1,291 views

Effects of Package Visuals and Haptics on Brand Evaluations

This paper examines how visual and haptic package design characteristics singularly and jointly affect consumers’ brand impressions. “The findings have been obtained for a single category (bottled water) using experiments designed to highlight and focus consumer attention on the formation of impressions.”

Type: Articles & Papers | 1,484 views

How Brands Meet Share of Requirements Through Bonding, Companionship, and Love

This paper looks at the impact of emotional branding on personal share of purchases amongst buyers. “It seems that advertising can generate the expectancy of strong, specific, emotional attachment, but very favorable brand usage experience must follow if this approach is to be successful.”

Type: Theses & Dissertations | 1,751 views

The Greatest Love Stories Between Consumers and Brands – A Study of Brand Love

This Master’s thesis looks at Lovemarks theory and analyzes consumer stories to obtain insight on the drivers behind brand love. It also uses the photo elicitation technique to “evoke feelings, stories, and memories in order to provide a new perspective on the theory of brand love”.

Type: Theses & Dissertations | 1,483 views

Brand Love: Amor En Las Marcas De Servicios En Chile

This thesis in Spanish from the University of Chile looks at the concept of brand love in Chile and tests the existence of brand love in regard to Chilean services. “It was determined that the love of brands is strongly influenced by a sense of belonging to a community and for consumers to identify that particular brand.”