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: Theses & Dissertations | 2,899 views

A Study of the Role That Emotional Branding Plays in Marketing Strategies Within the Soft Drinks Industry, with Particular Focus on Coca-Cola

This thesis submitted as part of a Bachelor of Arts (Hons) degree in Advertising and Brand Management looks at the the use of emotional marketing within the soft drinks industry (with focus on Coca-Cola) and makes reference to Lovemarks.

Type: News & Media | 1,971 views

Representatives from the University of Florida’s MBA Program Visit Del Campo Saatchi & Saatchi

A group of more than 30 executives from various disciplines visited the Argentine agency as part of the MBA program at the University of Florida. Participants asked questions about the future of the advertising industry, and most importantly, the power of ideas according to Saatchi’s slogan: Nothing is Impossible.

Type: Articles & Papers | 1,399 views

The Hidden Agency: Emotions in Grocery Shopping

Grocery shopping may feel like a routine exercise, but the role that emotions play in decision-making are complex and affect what and how we buy. “This exploration suggests that further insight can be gained if the emphasis is on how the consumer interacts with their brands rather than assuming that all grocery decisions are predictive.”

Type: Articles & Papers | 1,018 views

Foundations for Building Share of Heart in Global Brands

This paper looks at the unique challenge faced by global brands in their endeavors to create emotional connections with people from varied demographics and segmentations.

Type: Articles & Papers | 1,466 views

Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self

Brand intimacy can be created and strengthened through understanding the way consumers view themselves. “Creating emotional brand attachment is a key branding issue in today’s marketing world. One way to accomplish this is to match the brand’s personality with the consumer’s self.”

Type: Theses & Dissertations | 1,663 views

Love of Brand: A Story of an On-going Romance

This Bachelor’s thesis from Kristianstad University, Sweden, investigates consumer perspectives on Lovemarks by looking at the language that people use when talking about luxury brands.

Type: Articles & Papers | 1,512 views

Explaining Love of Wine Brands

When it comes to brand love of wine, does customer expertise have an influence on degree of satisfaction and loyalty? This article from a special issue of the ‘Journal of Promotion Marketing’ explores.

Type: Articles & Papers | 1,784 views

An Integrative Review of Sensory Marketing: Engaging the Senses to Affect Perception, Judgment and Behavior

“This review article presents an overview of research on sensory perception. The review also points out areas where little research has been done, so that each additional paper has a greater chance of making a bigger difference and sparking further research.”

Type: Articles & Papers | 1,177 views

Loving a Brand: Empirical Investigation of Consumer-Brand Love Relationship

This paper analyzes how the brand love concept can be derived from interpersonal love, and “shows that perceived product category hedonism has significant positive impact on brand love.”

Type: Articles & Papers | 1,263 views

The Emporium of the Senses and Multi-Label Retailing: The Case of Armani/Ginza

Luxury fashion and lifestyle brand, Giorgio Armani, opened a mega-store Ginza, Tokyo, in 2000. This paper looks at how the brand has designed this retail store as a haven for all the senses.

Type: Articles & Papers | 1,114 views

A Cup of Coffee with a Dash of Love: An Investigation of Commercial Social Support and Third-Place Attachment

Creating Intimacy involves meeting the emotional needs to of your audience. Starbucks has strengthened its relationship with people by providing friendly support and companionship as part of its “third place” concept.

Type: Articles & Papers | 1,276 views

The Role of Emotional Aspects in Younger Consumer-Brand Relationships

Younger consumers have a reputation for being influenced by fads and trends, but what emotional aspects are important to the development of consumer-brand relationships with this demographic?

Type: Articles & Papers | 1,038 views

Should Consumers Be in Love With Brands? An Investigation Into the Influence That Specific Consumer-Brand Relationships Have on the Quality of the Bonds That Consumers Develop With Brands

What will influence consumer loyalty when a brand is experiencing tough times? Helen Nobre of Nova University of Lisbon finds that Intimacy is the key to lasting relationships.

Type: Articles & Papers | 1,156 views

Using the Right Emotion to Promote the Right Product to the Right Person

We know that emotion builds strong brand-consumer relationships, but what types of emotions suit the promotion of particular products? “The findings of the experiment suggest that for a privately consumed product, ads evoking an ego-focused emotion scored better than ads evoking an other-focused emotion, whereas the reverse was true for a publicly consumed product.”

Type: Articles & Papers | 1,124 views

Store Loyalty: Its Impact on Retail Revenue. An Empirical Study of Purchasing Behavior in the UK

This paper from the Institute for Advanced Research in Marketing, Cranfield School of Management, UK, looks at the impact of consumer loyalty on retail spend in the United Kingdom.