“Today, a fragmented market has made it possible for Influentials to opt out of mass-message advertising, which means that a different route must be taken to capture their hearts and minds. ‘The Influentials’ is a map for that route, a map that explains who these people are, how they exercise influence, and how they can be targeted.”
Posts Tagged ‘word-of-mouth’
Type: Articles & Papers | 527 views
Brand Love: Conceptualisation and Measurement
Dimensions of interpersonal love appear to be linked to the love respondents have for a brand. This paper, which studies French consumers, shows that love for a brand has many similarities to love between people.
Type: Articles & Papers | 563 views
Delight by Design: The Role of Hedonic Versus Utilitarian Benefits
Achieving customer delight rather than just satisfaction should be the aim of marketers, according to this paper by Chitturi et al (2008). Exciting and delighting consumers invokes deeper emotional responses, which help build greater brand loyalty and repurchase intention.
Type: Articles & Papers | 550 views
Some Antecedents and Outcomes of Brand Love
Exploring brand love, Carroll and Ahuvia (2006) find that it is greatest for brands which are more hedonic and provide more symbolic benefits. Brand loyalty and positive word-of-mouth are also associated with a consumer’s love of a brand.