Type: Articles & Papers, Resources | 696 views
“Building on dimensional emotional theories, this study compared the emotional nature of brand love against interpersonal love, interpersonal liking, and brand liking, using a mixed-method approach.”
Type: Articles & Papers, Resources | 1,105 views
“The purpose of this study is to carry this concept of brand love a step further and see if there are any differences in it if we look at different categories of brands.”
Type: Articles & Papers, Resources | 968 views
“Current brand love studies neglect a detailed discussion and analysis of the appropriate relationship theory and underlying measurement scale to be used… The purpose of this paper is to close this gap by providing a discussion, testing and comparing two different relationship theories and their underlying scales as applied to brand love.”
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: News & Media, Resources | 986 views
Building brand loyalty requires a personal touch. Brian Sheehan talks about connecting to consumers beyond a commercial transaction. Saying that brands have to evoke strong emotions through the experiences they offer to create loyalty beyond reason.
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: News & Media | 1,062 views
This article, originally published on medicaldaily.com, looks at a recent study from USC Marshall School of Business on the three keys to brand attachment. “Marketers who want to build emotional affinity for their brands, then, need to appeal to consumers on three fronts – enticement, enablement, and enrichment.”
Type: Articles & Papers | 1,482 views
This paper looks at the impact of emotional branding on personal share of purchases amongst buyers. “It seems that advertising can generate the expectancy of strong, specific, emotional attachment, but very favorable brand usage experience must follow if this approach is to be successful.”
Type: Theses & Dissertations | 1,660 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: Articles & Papers | 1,509 views
When it comes to brand love of wine, does customer expertise have an influence on degree of satisfaction and loyalty? This article from a special issue of the ‘Journal of Promotion Marketing’ explores.
Type: Blog, Insights & Ideas | 2,333 views
Ernst & Young recently polled more than 4,000 adults in the Middle East and North Africa and found that consumers in the region are more brand loyal than their global counterparts. Loyalty may be the key desire for many brands in the MENA market, but striving for love will protect them from the risk of commodization.
Type: Articles & Papers | 1,036 views
What will influence consumer loyalty when a brand is experiencing tough times? Helen Nobre of Nova University of Lisbon finds that Intimacy is the key to lasting relationships.
Type: Articles & Papers | 1,891 views
A thesis from the College of Management, Israel, examines the Lovemarks model in relation to perception of quality and satisfaction. This study focuses on the soft drink category.
Type: News & Media | 1,247 views
Hans Villarica from ‘The Atlantic’ interviews Susan Fournier, Associate Professor in Marketing and Dean’s Research Fellow at Boston University, on her seminal research on brand relationship theory and why it’s not just a metaphor.
Type: Blog, Insights & Ideas | 3,341 views
There are many brands in female sports apparel, but few that distinguish themselves as Lovemarks. Lululemon Athletica is an example of a company that has moved from being a brand to dominating Lovemarks territory in its market. Let’s look at some ways in which it’s won Respect and used Mystery, Sensuality and Intimacy to create a brand that is irresistible.