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”.
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.
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 | 1,122 views
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 | 938 views
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 | 1,802 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 | 1,171 views
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 | 801 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 | 3,057 views
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 | 1,428 views
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 | 2,098 views
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 | 2,359 views
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 | 1,296 views
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 | 1,670 views
“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 | 1,804 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.
Type: Theses & Dissertations | 1,825 views
The main purpose of the current paper was to study and analyze the role of brand in consumer behavior. In fact, although intangible, brand seemed what mostly can influence our decisions during a purchasing process. Moreover, the study has introduced the fresh concept of Lovemarks, the ultimate manifestation of loyalty.