Lovemarks Campus

This research paper from the Journal of Sponsorship investigates if passion for a sports team translates into sales for sponsorship brands. It asks the questions “Can sponsorship persuade a loyal fan to choose one product over another? Can it generate enough emotional attachment to make a difference to sales?”

The authors of this study from RMIT University, Monash University and the University of Adelaide interviewed six highly loyal consumers to map the stages that lead to extreme cases of brand loyalty. Three key transition stages were identified.

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.”

An article in the Clothing and Textiles Research Journal takes a look at the interpersonal relationship that U.S. college students have with retail brands. The relationships are categorized as soulmates, best friends and casual buddies.

One way to ascertain if a brand is a Lovemark is to look at those who are largely responsible for awarding the brand with that status – consumers. Lovemarks have relationships with people that are based on more than transactions; they have what we call Inspirational Consumers – people who act as advocates, community members and brand owners.

How do you reinforce a financial brand when there are few opportunities or reasons for consumers to develop meaningful connections with your products? Can a retail bank shake off the veil of negativity often associated with the global financial crisis? How can a bank make its brand mean more to people than bills, mortgage payments and ATMs?

In study by Saatchi & Saatchi S entitled “Engagement Unleashed: Gamification for Business, Brands and Loyalty,” 55% of Americans said they were interested in working for a company that uses gamification to increase productivity.

Brands permeate consumer culture. Yet, despite their ubiquitous presence, one of the societally most relevant and fundamental questions of brand existence remains among the most difficult to capture: Can brands make us happy?

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.

“‘The Marketing Power of Emotion’ provides a complete, original and anecdote rich account of the marketing power of emotion. This book is written by two of the leading practitioners in the field and is complete with thorough references and real life examples to follow.”

“A visionary approach to building powerful brand loyalty, this ground-breaking book shows marketers of any product or service how to engage today’s increasingly cynical consumers on deeper emotional levels.”

“In a hugely competitive world, customer loyalty has become a key area for concern. What would happen if you could go one step further and identify not just those customers who are loyal to your brand, but those who are truly committed to your product or service? This book helps you to do just that.”

“Hallmark has found that one of the keys to attaining superior customer loyalty is through emotion. Now for the first time, Hallmark reveals its groundbreaking strategy: Emotion Marketing. This strategy can help any company create an emotional bond with customers for a competitive advantage in the marketplace.”

‘”Emotional Branding’ teaches you how to identify and empower your product’s appeal and connect it to your customers’ experiences with your product. The results unlock the secrets to emotional branding, enhance the brand-consumer relationship, and show you and your business new prosperity—all from discovering and applying these powerful new ways to use the “F” word, F-E-E-L-I-N-G-S.”