Lovemarks Campus

We know that appealing to the senses in-store affects consumer response. But what happens when a person shops online? This study “explores the impact of two environmental elements – music and colour – of an online store on the consumers’ emotions”.

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.

“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.”

Many consumers think cars have ‘faces’. The positioning of the lights (eyes) and grille (mouth) give each model a distinct personality that influences a buyers’ and owners’ opinion, and determines preference for certain models. This paper explores consumer reactions when line extensions of automobiles become too visually similar.

This study from the University of Newcastle, Australia, tests – using neurological scanning – “the hypothesis that individual like and dislike as occurring in relation to brand attitude can be objectively assessed”.

In a study by the University of Toronto and University of Chicago, people were asked to imagine brands as if they were human. People who anthropomorphized the brands considered the brands to be emphatic partners. Krispy Kreme and Kelloggs are used as examples.

The New Year has rung in announcements of the foreclosure of some famous brands. What does being a Lovemark mean in a volatile financial environment? Does being a Lovemark protect a brand from economic uncertainty?

This Master’s thesis studies the affects of product involvement on brand loyalty for cars and batteries. The research tested “factors for regression correlations to identify links between pleasure, sign and risk probability and brand loyalty for cars and interest/pleasure, sign, risk probability and risk importance for batteries.”

Though levels of fanboyism vary in intensity from higher than usual levels of enthusiasm to sheer obsession, what is consistent is the degree of devotion and fierce protectiveness these fans have for the brands they love. Fanboys, like sport-fanatics, get the concept of Loyalty Beyond Reason.

The gift of empathy is given to those who can shift the way they think in profound and meaningful ways. Shopping is ideal for a rapid empathy workout. It’s something we all have to do. We do it in our own very personal style according to our own goals. How we shop reflects who we are.

This article explores the relationship between different service elements designed to create enhanced experience and customer loyalty. “In addition, it looks at emotional responses as mediating factors between the physical and relational elements and loyalty behaviors.”

This article looks at how “emotional brand values need to be communicated effectively both within the organisation as well as externally through the industrial sales force” in order for B2B businesses to connect emotionally with customers. A model is proposed.

We know that brand perception affects our everyday purchasing decisions, but how strong is the effect of nation branding on what we choose to buy? This study from the University of Vienna shows that “consumer affinity is more powerful than consumers’ ethnocentric tendencies in explaining both perceived risk and willingness to buy.”

The strong synergy between music and beverage brands has led to an increase in the number of advertising initiatives that incorporate the two sectors. Here is a brainstorming exercise that reveals the individual audio identities of brands and encourages the development of campaign ideas based on insights uncovered.