Lovemarks Campus

This paper looks at sensory marketing as an opportunity for retailers to differentiate their offerings in an intensely competitive market and “presents the review of different theoretical models on consumer responses to atmospherics.”

Ferrari was recently named the world’s most powerful brand by British research firm BrandFinance. This may come as a surprise to those expecting a technology company to take out first place on the Global 500 but Ferrari scored high in what BrandFinance chief executive David Haigh calls “qualitative measures” like brand affection and loyalty.

With the growing popularity of online shopping, the effect and importance of touch on people’s intention to purchase is topic on many retailers’ minds. In this paper, academics from University of Evansville and University of North Texas explore.

Here are two recent sonic branding projects undertaken for mobile phones. We may use our smartphones to speak to others, listen to music and watch video, but the way your phone sounds influences what you think and feel about the brand you use.

“This review article presents an overview of research on sensory perception. The review also points out areas where little research has been done, so that each additional paper has a greater chance of making a bigger difference and sparking further research.”

Luxury fashion and lifestyle brand, Giorgio Armani, opened a mega-store Ginza, Tokyo, in 2000. This paper looks at how the brand has designed this retail store as a haven for all the senses.

This paper published in the ‘Journal of Marketing Management’ investigates the mediating factors that shape the emotional responses that occur as a result of ambient scent within retail environments.

Through the years, Harrods has upheld its iconic status as a quintessential British experience and continues to deliver on its reputation as a shopping destination. We analyze a sample of reviews from tripadvisor.co.uk to gain a better understanding of what people love the most about this renowned retail brand.

Single-cup serving accounts for more than 8% of the global coffee market and will prove to be more than a trend as consumers continue to want the luxury of a quality brew with the convenience of a touch of a button. Here are some examples of how brands in this category are putting Mystery, Sensuality and Intimacy into action.

Can introducing the sense of smell to cinema advertising improve advertising recall? “Although both pictorial and olfactory cues enhance brand evaluations and ad recall overall, we find that olfactory (vs pictorial) cues generate more positive feelings toward the brand and enhance recall to a greater extent.”

“This research examines how store-evoked affect, human personality, and brand personality influence consumers’ emotional attachments to brands.” Field studies are conducted in a wine tasting room and juice bar to measure the effects of store-evoked pleasure on brand attachment, brand loyalty and willing to pay a price premium.

We all use it and there seems to be a tube for everyone by the bathroom sink, but toothpaste is no small matter. What makes people choose one brand of toothpaste over another, and how does a brand of toothpaste hold fast to its consumers in a hyper-competitive market?

There are many brands in female sports apparel, but few that distinguish themselves as Lovemarks. Lululemon Athletica is an example of a company that has moved from being a brand to dominating Lovemarks territory in its market. Let’s look at some ways in which it’s won Respect and used Mystery, Sensuality and Intimacy to create a brand that is irresistible.

How does what you see affect what you think and feel about the brand? Human beings are cognitively drawn to things that we consider aesthetically pleasing. When something is beautiful we feel more positive about it. We want it to succeed and its faults seem less pronounced.