Lovemarks Campus

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.

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.

“This study attempts to increase our understanding of the phenomenon of love specifically in the apparel and grocery retailing contexts…The empirical results show that customer love is predicted by perceived relationship investment, hedonic store experience, and symbolic store experience.”

This Master’s thesis from Lund University aims to provide a better understanding of the love that consumers have for brands and identify the essential factors brands need in order to be loved. An iterative approach was taken in this qualitative study.

A study carried out by the University of Central Florida interviewed a group of male bikers and found that the type of love they felt for their motorcycles closely resembled an interpersonal love – it was passionate, possessive and selfless.

This study examines the effects of rational and emotional advertising strategy on the creation of brand love. It examines how different advertising approaches lead to distinct results for utilitarian and hedonic value based products.

This paper aims to contribute to the current brand and sport marketing literature by conceptualising the relationship between brand image, brand love and loyalty within Australian elite sport. The context for this study is an investigation of Australian football and more specifically its teams.