Type: Articles & Papers | 1,171 views
This study investigates the creation of consumer loyalty through the development of affectionate bonds in the context of grocery store retailing. Consumers’ self-enrichment, self-gratification and self-enablement were found to likely influence emotional attachment.
Type: Articles & Papers | 1,908 views
In a study by the University of Toronto and University of Chicago, people were asked to imagine brands as if they were human. People who anthropomorphized the brands considered the brands to be emphatic partners. Krispy Kreme and Kelloggs are used as examples.
Type: Articles & Papers | 6,352 views
This study empirically tests the love that consumers feel for the things they own and finds that people nurture their beloved possessions by purchasing complementary products and services. It also argues that increased love for products would lead to more sustainable behavior.
Type: Articles & Papers | 1,325 views
The importance of devotion, which “conveys the meaning of love, close connectedness and a religious form of zeal,” is explored in this paper. Devotion closely involves passion, intimacy, and dedication, and these are important for consumer person-object relationships.
Type: Articles & Papers | 2,103 views
How emotional attachment to brands can be measured is investigated in this paper. It reveals insights into consumer commitment and the price they are prepared to pay for brands they are emotionally attached to. It also discusses loyalty, a major component of the Lovemarks framework.
Type: Articles & Papers, Resources | 3,316 views
This article discusses the role of sensory marketing in driving advertisement effectiveness. It addresses mental simulation, imagery, multi-sensory stimulation, and actual and imagined touch in shaping consumer behavior.
Type: Articles & Papers | 1,710 views
A study from the Marshall School of Business at University of Southern California, Imperial College London and Vanderbilt University reveals that traditional measurement of brand attitude strength does not completely explain consumer brand attachment. Rather, what we refer to as ‘Loyalty Beyond Reason’ is a better indicator of consumer behavior.
Type: Blog, Insights & Ideas | 1,220 views
Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, on how technology and creativity is transforming every industry, delivering power and wonder to the audience at digital speed.
Type: Articles & Papers, Resources | 1,097 views
This journal article published in Psychology & Marketing “reviews the scientific evidence related to visual, auditory, tactile, olfactory, and gustatory aspects of the store environment and their influence on the consumer’s shopping behavior”.
Type: Blog, Insights & Ideas | 3,234 views
In the fast paced chaos of daily life, people want brands to be more than just brands – they want connections that provide meaningful relationships. To maximize this opportunity, brands need to show people that they have a personality that is worth getting close to.
Type: Teaching Modules | 14,895 views
Teaching Module One ‘Attraction of Lovemarks’ lays out the foundations of Lovemarks philosophy. It explains how Mystery, Sensuality and Intimacy can be used to transform a brand into a Lovemark.
Type: Blog, Insights & Ideas | 2,094 views
Though levels of fanboyism vary in intensity from higher than usual levels of enthusiasm to sheer obsession, what is consistent is the degree of devotion and fierce protectiveness these fans have for the brands they love. Fanboys, like sport-fanatics, get the concept of Loyalty Beyond Reason.
Type: Articles & Papers | 1,405 views
An article in the Clothing and Textiles Research Journal takes a look at the interpersonal relationship that U.S. college students have with retail brands. The relationships are categorized as soulmates, best friends and casual buddies.
Type: Blog, Insights & Ideas | 1,760 views
The reason that the process of understanding consumers requires more than segmentation research is that people hold a myriad of emotions and have deep subconscious connections to brands. These feelings may not be apparent to them immediately, as when filling out a survey or when interviewed, but often it demonstrates itself in action – in their daily lives.
Type: Theses & Dissertations | 1,899 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.