This Master’s thesis looks at human-centred branding and the role of the senses in a study of “the social and cultural meanings consumers attach to brands and branding within the art, science and technology continuum”.
Posts Tagged ‘emotion’
This study by Eva Illouz investigates the link between emotion and the sociology of consumption. Arguing not only that the category of ‘emotion’ can be heuristic for a sociology of consumption, but also that the consumption has long been, albeit unknowingly, dealing with emotions.
Type: Insights & Ideas | 1,201 views
The ability to hear and understand what the other person is saying is crucial to the positive development of any relationship, including the relationship between brand and consumer.
Type: Insights & Ideas | 1,359 views
Loyalty amongst shoppers is becoming more of a challenge for brands. In a study undertaken in January 2013, Deloitte found that nine in ten consumers have swapped national branded products for private-label brands at some time.
Type: Articles & Papers | 830 views
A review of more than 1000 craft breweries, this paper from Victoria University, Melbourne, explores the importance of myths, folklores and heroes in humanizing craft beer brands. Such approaches are found to strengthen the emotion connection that such brands have with consumers.
Type: Reading List | 591 views
The Emotional Life of Your Brain: How Its Unique Patterns Affect the Way You Think, Feel and Live – and How You Can Change Them
“For more than thirty years, Richard Davidson has been at the forefront of brain research. Now he gives us an entirely new model for understanding our emotions, as well as practical strategies we can use to change them.”
Type: Articles & Papers | 816 views
Younger consumers have a reputation for being influenced by fads and trends, but what emotional aspects are important to the development of consumer-brand relationships with this demographic?
Type: Articles & Papers | 723 views
The Effect of Online Store Atmosphere on Consumer’s Emotional Responses – An Experimental Study of Music and Colour
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”.
Type: Articles & Papers | 1,033 views
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.
Type: Articles & Papers | 1,141 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: Articles & Papers | 652 views
The Eyes Have It: How a Car’s Face Influences Consumer Categorization and Evaluation of Product Line Extensions
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.
Type: Articles & Papers | 983 views
Objective Measures of Emotion Related to Brand Attitude: A New Way to Quantify Emotion-Related Aspects Relevant to Marketing
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”.
Type: Articles & Papers | 1,121 views
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.
Type: Insights & Ideas | 1,971 views
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?
Type: Theses & Dissertations | 2,792 views
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.”