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: Theses & Dissertations | 977 views

Lund University

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 | 788 views

Universidad de Chile

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 | 1,497 views

Manchester Metropolitan University

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 | 1,045 views

Kristianstad University

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 | 691 views

University of Cincinatti

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 | 2,742 views

Auckland University of Technology

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 | 1,272 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 | 1,920 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 | 2,188 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 | 1,172 views

Lund University

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 | 1,523 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 | 1,679 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 | 1,703 views


Role of Brand in Consumer Behavior. Case: How Sneakers Have Turned into Status Symbols

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.

Type: Theses & Dissertations | 845 views

University of Groningen

The Application of Psychological Theories for an Improved Understanding of Customer Relationships

“This dissertation provides new insights into this latest development within CRM. These insights are derived by applying key theories from social psychology about personal relationships to customer-to-firm relationships. The results clarify how commitment between customers and firms arises and develops.”

Type: Theses & Dissertations | 1,197 views

University of Mannheim

Empirical Validation of the Lovemarks Concept – A Structural Equation Study in Cooperation with Saatchi & Saatchi

“As the central result of his work, Mühl (2009) comes to the conclusion that both core dimensions of the Saatchi & Saatchi Lovemarks model (brand respect and brand love) can be confirmed empirically. Essential influencing factors of “brand respect” are “reliability”, “reputation”, “satisfaction” and “service”. The emotional facet of “brand love” is made up of the dimensions “brand passion”, “brand intimacy” and “brand commitment”.”