Type: Articles & Papers | 1,527 views
This study which supports the concept of Lovemarks, shows that identifying with a brand is a factor in the process of it becoming a Lovemark. Nike, Google, Disney and BMW are significantly ahead of other brands in terms of the affection held for them among college students.
Type: Articles & Papers | 2,242 views
Exploring brand love, Carroll and Ahuvia (2006) find that it is greatest for brands which are more hedonic and provide more symbolic benefits. Brand loyalty and positive word-of-mouth are also associated with a consumer’s love of a brand.
Type: Articles & Papers | 1,624 views
Emotion and memory are intertwined and have a powerful influence on behaviour, both consciously and unconsciously. Percy (2003) shows why it’s crucial for advertisers to consider the importance of emotion-memory connections when creating ads.
Type: Articles & Papers, Resources | 3,423 views
This “paper presents two studies that combine implicit and explicit measures of brand attitude with regard to two major brands (Coca-Cola and Adidas) and two different consumer brand touch points. [The] results show that implicit and explicit brand attitudes significantly differ regarding the analyzed brands and the analyzed brand touch points.”
Type: Blog, Insights & Ideas | 1,056 views
Once our preferences and behaviors are ingrained, it can be incredibly difficult to change them. However, a potential goldmine for brands and marketers is when people experience a major life event, and shopping habits become flexible.
Type: Blog, Insights & Ideas | 1,467 views
Fear, which is controlled by a part of the brain called the amygdala, can also elicit feelings of greater connection with a brand. A study from the University of British Columbia’s Sauder School of Business found that when faced with fear, the presence of a brand comforts people and helps them cope.
Type: Articles & Papers, Resources | 1,191 views
The objective of this paper is to develop a better understanding of brand engagement by examining two of its antecedents: design benefits and consumer emotions.
Type: News & Media, Resources | 999 views
People act or behave emotionally 80 percent of the time and rationally 20 percent of the time. A number of studies attest to this. Ask a PR communicator and, in all likelihood, he will agree that his publics don’t decide what to support or not to support on a purely rational basis.
Type: Articles & Papers, Resources | 1,270 views
Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity. In this article for the Journal of Marketing, the authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral.
Type: Blog, Insights & Ideas | 1,948 views
Marketers are using data to gain insights from consumers. But with this knowledge they’re at risk of losing emotional connections. Big Data is nothing without Big Emotion.
Type: Blog, Insights & Ideas | 2,394 views
The ability to hear and understand what the other person is saying is crucial to the positive development of any relationship, including the relationship between brand and consumer.
Type: Articles & Papers, Resources | 1,716 views
Warm temperatures increased the participants’ perceptions of social closeness to other decision-makers, thus leading them to consider the opinions of those decision-makers to have greater validity
Type: Blog, Insights & Ideas | 2,112 views
In this LinkedIn community question inspired blog post, we address the question if brand love is as effective and applicable in developing countries, and is a person with limited resources more likely to make a decision based on emotion than reason.
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: Books, Reading List | 1,946 views
“Pulling from a unique ten year growth study involving 50,000 brands, Jim Stengel shows how the world’s 50 best businesses…have a cause and effect relationship between financial performance and their ability to connect with fundamental human emotions, hopes, values and greater purposes.”