Type: Articles & Papers | 1,399 views
Grocery shopping may feel like a routine exercise, but the role that emotions play in decision-making are complex and affect what and how we buy. “This exploration suggests that further insight can be gained if the emphasis is on how the consumer interacts with their brands rather than assuming that all grocery decisions are predictive.”
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 | 1,661 views
Laughing together is a successful mechanism for building intimacy, but humor is a subjective experience. Two people can share a joke, but what are the chances that millions of people across the globe will get the punchline?
Type: Articles & Papers | 1,596 views
“Why form consumers purchase intentions for nostalgic brands, and what individuals are likely to do so?…Using the dispositional theory of moods, this research tests the notion that nostalgic brands relate to mood boosts as major drivers of behavioral intentions.”
Type: Blog, Insights & Ideas | 1,736 views
What does Apple’s incredible profit and revenue results reveal about how people behave in regard to the brands they love? The same demographic that may have been cautious with their spending in 2011 weren’t holding back on securing their next iPhone or iPad. Was it Loyalty Beyond Reason? Loyalty Beyond Price? Loyalty Beyond Recession?
Type: Blog, Insights & Ideas | 6,466 views
How do you cultivate such levels of brand loyalty that consumers will sacrifice time and energy to participate in your brand? What makes a person drive for hours for a brand of bread, or tattoo themselves with their Lovemark’s logo? To quote Lisa Gates of Forbes magazine, “When you love something, you’ll negotiate like a ninja to get it.”
Type: Theses & Dissertations | 2,877 views
A Master’s thesis from Iowa State University uses the confectionery retailer, Chocolaterie Stam, as a case study on how appealing to the senses can enhance retail environments and customer experience.
Type: Articles & Papers | 1,926 views
In this article recently published in the Journal of Marketing, two quantitative studies conducted by Batra, Ahuvia and Bagozzi reveal that brand love predicts loyalty, word-of-mouth communication and resistance to negative information.
Type: Blog, Insights & Ideas | 4,717 views
Does the smell of a particular fragrance send you back to a time and place? Have you ever looked at the packaging of product and just had to touch it? If you’ve answered ‘yes’ to either or both questions, then you have had a “brand experience”.
Type: Articles & Papers | 1,258 views
This paper addresses how neuroscientific approaches, like fMRI, enable the investigation of brand-related and economic behavior amongst consumers. One example it provides is how viewing logos of luxury brands activate “brain activity associated with self-centered cognitions.”
Type: Whitepapers | 1,074 views
In study by Saatchi & Saatchi S entitled “Engagement Unleashed: Gamification for Business, Brands and Loyalty,” 55% of Americans said they were interested in working for a company that uses gamification to increase productivity.
Type: Books, Reading List | 1,264 views
“The Marketing Power of Emotion provides a complete, original and anecdote rich account of the marketing power of emotion. This book is written by two of the leading practitioners in the field and is complete with thorough references and real life examples to follow.”
Type: Books, Reading List | 2,167 views
“A visionary approach to building powerful brand loyalty, this ground-breaking book shows marketers of any product or service how to engage today’s increasingly cynical consumers on deeper emotional levels.”
Type: Theses & Dissertations | 1,254 views
“This research study is focused on the buying behaviors of modern consumers. The literature indicates that modern consumers are sophisticated, discerning and are less loyal to a particular brands than they used to be. Consumers today are more concerned with buying a product that not only meets their needs, but also provides with pleasurable experiences.”