Lovemarks Campus

Brands no longer aspire to be just brands. Brands want to play in the High Respect, High Love quadrant of the Love/Respect Axis, and to do so they are striving towards being symbols of values and lifestyles that they hope will resonate with their audiences.

Brand intimacy can be created and strengthened through understanding the way consumers view themselves. “Creating emotional brand attachment is a key branding issue in today’s marketing world. One way to accomplish this is to match the brand’s personality with the consumer’s self.”

This PhD dissertation from the University of Cincinnati “examines the phenomenon of consumers developing a sense of connection with a brand and compares it with material possession attachment…[Results] suggest that brands matter in predicting the nature of a consumer’s attachment to a particular object.”

This research looks at media titles and advertiser brands to measure the interrelated effects of attachment and emotional commitment. ‘Le Monde’, ‘Elle’, Apple and Ferrari are brands referred to in this study.

This paper in the Journal of Brand Management investigates male and female perceptions towards brand trust and commitment as antecedents of brand love. Three car brands are referred to in this study: Toyota, Ford and Renault.