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.
Type: Books, Saatchi & Saatchi Books | 3,422 views
Today consumers are asking questions about the role commercial organizations play in society. They are looking to businesses for demonstrations of good corporate citizenship. Brand Spirit explores the concept of cause related marketing—based on the motivation of a company or brand to position itself alongside a charity or cause in a partnership for mutual benefit.
Type: Books, Reading List | 1,197 views
“Using brands like Starbucks and The Bodyshop and Home Depot as examples, Citizen Brand reveals how companies can create strong and deep partnerships with people in America and across the globe by enriching their lives in creative and truly relevant ways.”
Type: Theses & Dissertations | 2,089 views
“As the concept of Lovemark has only been applied in B2C markets, this thesis is directed to find out the applicability of Lovemarks in B2B context. In order to fulfill the research purpose, three main questions are answered based on a cross-sectional research approach: What role do intangible factors play in B2B branding?”
Type: Books, Saatchi & Saatchi Books | 11,427 views
The book that showed how Mystery, Sensuality and Intimacy can create powerful emotional connections with consumers. In Lovemarks: the Future Beyond Brands, Kevin Roberts, Chairman of Saatchi & Saatchi, relates the inspiration behind the idea, and shows that by building respect and inspiring Love, business can move the world.
Type: Audio & Video, News & Media, Resources | 1,573 views
Brian Sheehan talks to MarketingProfs.com’s Kerry O’Shea Gorgone about his new book Loveworks: How the world’s top marketers make emotional connections to win in the marketplace.
Type: Blog, Insights & Ideas | 2,084 views
Adding to the Lovemarks journey, ‘Loveworks: How the world’s top marketers make emotional connections to win in the marketplace’ by Brian Sheehan uses real world examples and outlines the roadmaps followed by several of the world’s top marketing companies to win in the market place through the application of the Lovemarks theory.
Type: Articles & Papers | 1,161 views
In this article from the journal of ‘Regional and Business Studies’, the issue of private label competition is explored. The limitations and advantages of emotional and value based marketing marketing are discussed.
Type: Articles & Papers | 1,419 views
A review of more than 1000 craft breweries, this paper from Victoria University, Melbourne, explores the importance of myths, folklores and heroes in humanizing craft beer brands. Such approaches are found to strengthen the emotion connection that such brands have with consumers.
Type: Articles & Papers | 1,479 views
This paper from Harvard University and Crummer Graduate School of Business compares interpersonal love relationship theory and parasocial love relationship theory to determine which best explains the concept of brand love.
Type: Articles & Papers | 1,018 views
This paper looks at the unique challenge faced by global brands in their endeavors to create emotional connections with people from varied demographics and segmentations.
Type: Blog, Insights & Ideas | 2,135 views
One way to describe the journey to Lovemarks is Product to Trademark, Trademark to Brand, Brand to Lovemark. But can the path to Love be fast tracked to move a Product into Lovemarks territory? And what would a product have to deliver to bypass the often-trod road of Trademarks and Brands?
Type: Blog, Insights & Ideas | 4,521 views
This year, Lovemarks Campus hopes to have earned your Respect as a resource for interesting journal articles, papers, exercises and workshops, case stories and insights on Lovemarks, emotional marketing and consumer learning. Our challenge next year is to grow our engagement with you and move into the Love quadrant.
Type: Articles & Papers | 1,467 views
This article looks at how “emotional brand values need to be communicated effectively both within the organisation as well as externally through the industrial sales force” in order for B2B businesses to connect emotionally with customers. A model is proposed.
Type: Blog, Insights & Ideas | 2,273 views
Listen closely to the music being played when you make your next trip to the supermarket. Is the tempo fast or slow? Is it a Top 40 hit or a tune sung in French or Italian? All these factors could determine how long you linger in aisles, what type of product you buy and how much you end up spending at the checkout.