Lovemarks Campus

This paper from Harvard University and Crummer Graduate School of Business compares interpersonal love relationship theory and parasocial love relationship theory to determine which best explains the concept of brand love.

Academics from Foundation University Islamabad, Pakistan, collected data from 265 cell phone customers to ascertain if purchase intentions can be used to predict brand love and word-of-mouth.

This Master’s thesis looks at Lovemarks theory and analyzes consumer stories to obtain insight on the drivers behind brand love. It also uses the photo elicitation technique to “evoke feelings, stories, and memories in order to provide a new perspective on the theory of brand love”.

This thesis in Spanish from the University of Chile looks at the concept of brand love in Chile and tests the existence of brand love in regard to Chilean services. “It was determined that the love of brands is strongly influenced by a sense of belonging to a community and for consumers to identify that particular brand.”

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.

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.

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.

This paper analyzes how the brand love concept can be derived from interpersonal love, and “shows that perceived product category hedonism has significant positive impact on brand love.”

Creating Intimacy involves meeting the emotional needs to of your audience. Starbucks has strengthened its relationship with people by providing friendly support and companionship as part of its “third place” concept.

This study “seeks to identify brand romance – a more proximal construct to brand loyalty and aims to offer a complementary perspective to understand emotional attachment to brands.”

In this paper from the Journal of Services Marketing, a between-subjects experiment is set up to examine the influence of interpersonal antecedents on brand love in service delivery settings.

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.

This study uses Fournier’s brand attachment typology to understand people’s attachment to their mobile phones. 17 interviews were performed to measure levels of consumer love. Possible future research is presented.

This paper from the School of Management, Zhejiang University, establishes a consumer brand love conceptual structure developed specifically on Chinese consumer psychology and tests it with sports’ shoe brands.