Type: Articles & Papers | 1,846 views
While brands build and improve relationships with customers, the role of brand reputation, and that of brand tribalism, have received less attention. Moutinho and Veloutsou (2008) show tribalism is more effective than reputation when it comes to assessing brand relationship strength.
Type: News & Media | 1,226 views
Interview with Kevin Roberts featured in Standaard. Roberts talks about the power of Lovemarks in uncertain times. Taking care of brand values and appealing to consumers emotions are key factors in surviving the economic downturn. Companies should give consumers control of their brands. (Flemish with English translation)
Type: Articles & Papers | 1,830 views
A new measure, to gauge the level of emotional attachment some consumers have with brands, reveals that consumers also feel affectionate and passionate about brands. Consumers will ‘go out of their way to own and protect’ these brands, as well pay a premium for them.
Type: Articles & Papers | 2,264 views
This paper investigates the way brand choices are made using fMRI scanning. It shows emotional and rational processes operate in parallel, but where previous emotional experiences of a brand exist, these have a strong influence on the choice outcome.
Type: Articles & Papers | 1,289 views
Chan et al (2007) take an intriguing look at the relationship between attitudes toward brands, including Nike and McDonalds, and attitudes toward the USA among Singaporean, Hong Kong and Australian students. The results are unexpected and the authors discuss possible causes.
Type: Theses & Dissertations | 1,366 views
(In Italian) Lovemarks are brands that inspire Loyalty Beyond Reason. In order to understand this revolutionary idea of Kevin Roberts this thesis is written using campaigns developed by Saatchi & Saatchi for Enel as a case study.
Type: Audio & Video | 1,409 views
Kenneth Shields, Director at Proctor & Gamble, explains the thinking behind Lovemarks in this excerpt from a 2006 lecture at Cornell University. He discusses what sets apart Lovemarks like Lexus and Harley Davidson. He also tells the story of how one of P&G’s most cherished brands, Tide laundry detergent, attained Lovemark status.
Type: Theses & Dissertations | 1,237 views
(In Italian) Oggi, agli albori del terzo millennio, viviamo in un mondo di brands che lottano per vincere il premio più ambito: il consumatore. Nella complessità dell’offerta, caratterizzata da prodotti similari rispetto a quelle che sono le loro funzionalità, emergere per l’impresa significa oltrepassare il piano della razionalità per posizionarsi su quello dell’emozione.
Type: Articles & Papers | 4,177 views
Emotional branding, and brands which are considered Lovemarks, continue to win and hold customers. But doppelgänger brands, which parody and criticize the authenticity of emotional branding, pose a threat which should be actively monitored and proactively addressed.
Type: Theses & Dissertations | 1,254 views
“This research study is focused on the buying behaviors of modern consumers. The literature indicates that modern consumers are sophisticated, discerning and are less loyal to a particular brands than they used to be. Consumers today are more concerned with buying a product that not only meets their needs, but also provides with pleasurable experiences.”
Type: News & Media | 1,026 views
Lisa Lockwood from Women’s Wear Daily looks at turning fashion labels into Lovemarks. The future of fashion is in Irresistibility. Kevin Roberts says it’s not about giving consumers what they want, it’s about giving them what they never dreamed possible. “Diesel is a Lovemark, and Wrangler is just another pair of jeans.”
Type: News & Media | 1,092 views
Emotion vs. reason: the pre-eminence of function and efficiency is over. Today we want to be guided by the heart, to reconcile reason and sentiment, to make space for the senses and to live better. Objects/brands with fatal attraction have attributes that elude rationality. (Italian with English translation)
Type: News & Media | 902 views
The challenge for the wine industry is for vintners to sell dreams instead of prices – emotion is the key to making a mark in viniculture. Kevin Roberts believes the wine industry is full of middle players. There is room for many brands, but they need to connect with customer desire – commodity marketing is not the way forward.
Type: Articles & Papers | 1,480 views
Kapferer’s (2005) paper draws on his fluency in French, English and German to delve into the deeper meanings held in the words loyalty and fidelity, in the context of brand loyalty and the type of relationship brands have and would like to have with their customers.
Type: News & Media | 1,145 views
Croatian magazine Epoha takes a look at the realization behind Lovemarks – that long-term emotional relationships are key to creating value and benefits for everyone. Brands like Mickey Mouse, Elvis Presely, Campbell’s soup, and Coca-Cola remain great icons due to their ability to connect on an emotional level that goes beyond reason. (Croatian with English translation)