Theses & Dissertations

Emotional marketing – and Lovemarks specifically – have given rise to a number of full-length academic works. Below is a sampling of some notable treatises on consumer psychology, emotional marketing and Lovemarks.

Type: Resources, Theses & Dissertations | 1,104 views

Falling in Love With Your Favourite Brand: Relationship Between Brand Consciousness, Public Self-Consciousness, and Brand Love Intensity

investigates what types of consumers could fall in love with their favourite brand and therefore examines to what extent brand consciousness and public self-consciousness influence consumers’ level of brand love intensity. Besides, this study investigates the role of brand visibility in brand love relationships.

Type: General, Resources, Theses & Dissertations | 1,321 views

Senses and Sensibility: A Human-Centred Branding Strategy

This Master’s thesis looks at human-centred branding and the role of the senses in a study of “the social and cultural meanings consumers attach to brands and branding within the art, science and technology continuum”.

Type: Resources, Theses & Dissertations | 684 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: Theses & Dissertations | 1,750 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 | 1,479 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.”

Type: Theses & Dissertations | 2,893 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: Theses & Dissertations | 1,660 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: Theses & Dissertations | 1,267 views

When Does Brand Matter? An Empirical Examination of the Roles of Attachment Experience and Identity Within Consumer-Brand Relationships

This PhD dissertation from the University of Cincinnati “examines the phenomenon of consumers developing a sense of connection with a brand and compares it with material possession attachment…[Results] suggest that brands matter in predicting the nature of a consumer’s attachment to a particular object.”

Type: Theses & Dissertations | 4,324 views

An Examination of How Product Involvement Affects Brand Loyalty

This Master’s thesis studies the affects of product involvement on brand loyalty for cars and batteries. The research tested “factors for regression correlations to identify links between pleasure, sign and risk probability and brand loyalty for cars and interest/pleasure, sign, risk probability and risk importance for batteries.”

Type: Theses & Dissertations | 1,990 views

A Study of Consumers’ Emotional Responses Towards Brands and Branded Products

A thesis from Middle East Technical University carries out an empirical study that examines the emotional relationship between consumers, products and brands. Five iron brands were surveyed – Arzum, Braun, Philips, Sinbo and Tefal.

Type: Theses & Dissertations | 2,877 views

Retail Branding Through Sensory Experience: Local Case-Study at Chocolaterie Stam

A Master’s thesis from Iowa State University uses the confectionery retailer, Chocolaterie Stam, as a case study on how appealing to the senses can enhance retail environments and customer experience.

Type: Theses & Dissertations | 3,134 views

A Psychoanalytic Study of Lovemarks: A Case Study of How Consumers are Wooed by Lovemarks

Bibi Deena Syed’s Master’s thesis attempts to “understand how iconic products have been able to make their audiences love them unconditionally and choose them beyond rational reason over the years.”

Type: Theses & Dissertations | 1,899 views

The Secret of Love: A Case of Lovemarks

This Master’s thesis from Lund University aims to provide a better understanding of the love that consumers have for brands and identify the essential factors brands need in order to be loved. An iterative approach was taken in this qualitative study.

Type: Theses & Dissertations | 2,384 views

The Adoption of Emotional Branding Dimensions

“If emotional branding drives consumers to behave in a certain way psychologically, how exactly does it do that?” This is the question posed by Pin-Hsuan Huang in a Master’s thesis submitted to the Universiteit Maastricht Faculty of Economics and Business Administration.

Type: Theses & Dissertations | 2,242 views

The Development and Maintenance of Customer Relationships Through Communication: A Consumer Perspective

This doctoral thesis by Nicholas Paul Thompson investigates the manner in which consumers maintain brand relationships, and the effect that chosen lines of communication (i.e. social networks, word-of-mouth) have on the value of these relationships. Air New Zealand is the brand primarily referred to in this study.