Type: Audio & Video | 1,356 views
In their keynote address at the 2009 MN AMA Get in the Game Conference, John Bowman, Saatchi & Saatchi Director of Strategic Equities and Peter Hubbell, Saatchi & Saatchi EVP & Global General Manager, provide an informative overview of the Lovemarks approach. In particular, they discuss the process by which a brand is transformed into a Lovemark.
Type: Articles & Papers | 1,134 views
This is the first study to test the degree to which Mystery, Sensuality, and Intimacy affect both brand love and brand respect. Their results are encouraging proof that the Lovemarks philosophy is accurate in its claim that these three elements are central to creating consumer experiences of both love and respect.
Type: News & Media | 1,266 views
An article on Kevin Roberts’ recent lecture at Syracuse University. Roberts discusses subjects such as brand loyalty, the importance of positive attitudes, the economy, and the meaning of True Blue. He emphasises business sustainability and discusses Wal-Mart’s sustainable initiatives.
Type: Articles & Papers | 1,440 views
Commodities, their value, their path to consumers, and the relationship between consumers and things are explored in this paper. Lovemarks is also contrasted with other aspects of the value chain as part of a discussion on value creation.
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: Articles & Papers | 1,645 views
The Lovemarks framework, which stresses the importance of emotional connections with consumers and is defined by their Loyalty Beyond Reason, is tested by Maxian et al (2008). This paper shows that, the relationships some consumers have with brands appear to be very similar to love.
Type: Articles & Papers | 1,767 views
Albert et al. investigate the love some French consumers have for brands. Words associated with love are used to identify 11 dimensions of love towards a brand. These findings are compared with a similar study undertaken in the USA.
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 | 2,875 views
This paper tests the Lovemarks theory and develops a tool to help convert brands into Lovemarks. Emotional factors of Mystery, Sensuality and Intimacy are shown to have the strongest effect on buying decisions and a stronger customer-brand bond is best achieved through Intimacy.
Type: News & Media | 1,011 views
An interview with Kevin Roberts on Lovemarks, a philosophy that approaches brands and products, with the conviction that emotions are pivotal to human and consumer behaviour. (Polish with English translation)
Type: Theses & Dissertations | 1,710 views
“The thesis aims to research the reasons why some brands become Lovemarks. The overall objective is to discover what Brand Managers can do to turn their brands into Lovemarks. The aim of the research is to discover which attributes of a Lovemark are absent in a brand.”
Type: News & Media | 1,186 views
Over trademarks and don’t trust trustmarks? Go for the Lovemark. This article looks at the prescription for ailing brands. Kevin Roberts “contends brands need to do much more to engage streetwise consumers. Companies have got to get people to love their brands, not just like them, if they want unwavering patronage.”
Type: Articles & Papers, Resources | 579 views
“The study reveals a positive relationship between “liked” brands on Facebook fan-page and brand love. Further, the study finds that liking the fan pages is essentially converted into WOM, and it results into purchase proposition.”
Type: Articles & Papers, Resources | 640 views
“A potential expansion of the brand love concept could be “place brand love,” and it will be argued that qualitative methods may be the most effective way to research this area in a tourism context and may serve as a catalyst to deeper insights than would be possible with quantitative methods alone.”
Type: News & Media, Resources | 1,000 views
Canadian business magazine Douglas caught up with Kevin Roberts, Executive Chairman of Saatchi & Saatchi Worldwide, when he was in Victoria, British Columbia, to receive an honorary professorship from the University of Victoria.