Analysis of Psychological Aspects of Lovemarks Formation

Vanessa Dos Santos Di Mattia, Maria Daniella Ramos Rodríguez, Andrés M. Pérez-Acosta

Resumen


This paper aims to be a theoretical contribution to the understanding of underlying psychological processes of Kevin Roberts’ lovemarks concept that, in the marketing field, replaces brands, as we know it. The first section provides a brief story of branding evolution from a marketing and consumer psychology perspective. In the second section, Roberts’ lovemarks theory is explained, along with its components, the love/respect axis and mystery, sensuality and intimacy characteristics are analyzed. In addition, other branding literature authors and several successful applied cases are presented to support the theory. The third section is about the identification and analysis of the psychological aspects and processes that are relevant in lovemarks formation: perception, memory, individual and social motivation, and emotion. The fourth and last section is about the conclusions and implications in a consumer-brand relationship

Palabras clave


Lovemarks; consumer-brand relationship; brand romance; consumer psychological processes; marketing

Texto completo:

PDF

Referencias


Aaker, D. A. (1991). Brand equity. New York: Simon & Schuster.

Aaker, D. A., & Joachimsthaler, E. (2000). The brand relationship spectrum: The key to the brand architecture challenge. California Management Review, 42(4), 8-23.

Aaker, J. Fournier, S. & Brasel, S.A. (2004). When good brands do bad. Journal of Consumer Research, 31, 1-16.

Abrahamson, E., & Fairchild, G. (1999). Management fashion: Lifecycles, triggers, and collective learning processes. Administrative Science Quarterly, 44(4), 708-740. DOI: 10.2307/2667053

Achar, C., So, J., Agrawal, N. & Duhachek, A. (2016). What we feel and why we buy: the influence of emotions on consumer decision-making. Current Opinion in Psychology, 10, 166-170. DOI: https://doi.org/10.1016/j.copsyc.2016.01.009

Ågren, M. & Ölund, M. (2007). Storytelling a Study of Marketing Communication in the Hospitality Industry (Masther Thesis in Business Administration). Jönköping University, Jönköping, Finland.

Ahuvia, A. C. (1993). Toward a unifying theory of love across diverse love objects. Working Paper (University of Michigan, School of Bussiness Administration, Division of Research). Retrieved from http://deepblue.lib.umich.edu/handle/2027.42/35351

Albert, N., Merunka, D. & Valette-Florence, P. (2011). Passion for the Brand and Consumer Brand Relationships. Paper presented at the Australian & New Zealand Marketing Academy Meeting, 2010. Retrieved from http://anzmac2010.org/proceedings/pdf/anzmac10Final00222.pdf

Alvarez-Arboleda, L. M. (2007). El estudio del aprendizaje desde el modelo asociacionista y el modelo funcionalista: un recorrido histórico. Informes Psicológicos, 9, 121-134.

American Marketing Association, (2013). Definition of Marketing. Retrieved from https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx

Anderson, J.R. (1983). Retrieval of information from long-term memory. Science, 220(4592), 25-30.

Arch, G., Woodside, A. G, Sood, S., & Miller, K. E. (2008). When Consumers and Brands Talk: Storytelling Theory and Research in Psychology and Marketing. Psychology & Marketing, 25(2), 97-145.

Bengtsson, A. (2003). Towards a Critique of Brand Relationships. Advances in Consumer Research, 30, 154-158.

Bradley, S. D., Maxian, W., Laubacher, T. C., & Baker, M. (2007). In search of Lovemarks: The semantic structure of brands. In K. B. Sheehan (Ed.), Proceedings of the American Academy of Advertising (pp. 42-49).

Eugene, OR: American Academy of Advertising.

Cable News Network [CNN] (August 18, 2013). Blackberry, otro aparato que va al cementerio de gadgets. Retrieved from http://cnnespanol.cnn.com/2013/08/18/blackberry-otro-aparato-que-va-al-cementerio-de-gadgets/

Carroll, B. & Ahuvia, A. (2006). Some Antecedents and Outcomes of Brand Love. Marketing Letter, 17(2), 79-89.

Cho, E. (2011). Development of a brand image scale and the impact of Lovemarks on brand equity. (Graduate Thesis), Iowa State University. Retrieved from http://lib.dr.iastate.edu/etd/

Damasio, A. (2003). Feelings of emotion and the self. Annals of the New York Academy of Sciences, 1001(1), 253-261.

Edwards, H. & Day, D. (2005). Creating passion brands: Getting to the heart of branding. Philadelphia, PA: Kogan Page.

Emsenhuber, B. (2009). Scent Marketing: Subliminal advertising messages. Proceedings of the Lecture Notes in Informatics, 154. Retrieved from http://subs.emis.de/LNI/Proceedings/Proceedings154/gi-proc-154-360.pdf

Emsenhuber, B. (2011). Scent Marketing: Making Olfactory Advertising Pervasive. In J. Müller, F. Alt, D. Michelis (eds.), Pervasive Advertising. Human-Computer Interaction Series. Springer, London.

Farris, P., Bendle, N. T., Pfeifer, P. E., & Reibstein, D. J. (2010) Marketing Metrics: The definitive guide to measuring marketing performance. Upper Saddle River, NJ: Pearson.

Forgas, J. P., Williams, K. D. & Laham S. M. (2005). Social Motivation: Conscious and Unconscious Processes. Cambridge: Cambridge University Press.

Fournier, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24, 343-373.

Fournier, S. (2008). Lessons learned about consumer relationships with brands. Boston University. Retrieved from http://questromapps.bu.edu/qstnet/Personal/Faculty/Publication/pubUploads/WP2008-3.pdf

Giot, P. & Laurent, S. (2003). Market risk in commodity markets: a VaR approach. Energy Economics, 25(5), 435-457.

Haven, B. & Vittal, S. (2008). Measuring Engagement. Adobe Global Market Research internal document. Retrieved from https://www.adobe.com/engagement/pdfs/measuring_engagement.pdf

Herz, R. S. (1998). Are odors the best cues to memory? A cross‐modal comparison of associative memory stimuli. Annals of the New York Academy of Sciences, 855(1), 670-674.

Kornblum, W. (2008). Sociology in a Changing World (8th. Ed.). Belmont, California: Wadsworth Publishing.

Levinger, G. (1974). A three-level approach to attraction: Toward an understanding of pair relatedness. In T. L. Huston (Ed.), Foundations of interpersonal attraction. New York: Academic Press.

Letiche, H. & Hagemeijer, R.E. (2004), Linkages and entrainment. Journal of Organizational Change Management, 17(4), 365-382.

Lindstrom, M. (2005). Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. New York: Free Press.

Lippincot (2013). Sensory Branding. Internal document Retrieved from http://www.lippincott.com/files/documents/news/SensoryBranding.pdf

Lovemarks Campus (2013). Storytelling and sharing. Note Retrieved from http://www.lovemarkscampus.com/storytelling-and-sharing/

McDuff, D. (2012, June 6). Affective Storytelling: Automatic Measurement of Story Effectiveness from Emotional Responses Collected over the Internet. PhD Proposal in Media Arts & Sciences, Affective Computing Group, MIT Media Lab.

Maxiam, W., Siegrist, N., Wise, W. T., Freeman, J. & Bradley S., D. (2008). Physiological correlates in the assessment of the perceived reality of fictional narratives. Psychophysiology, 45 (Suppl. 1), S31.

Maxian, W., Bradley, S. D., Wise, W. T., & Siegrist, N. (2013). Love is in the heart: Physiological responding to advertised brands. Psychology & Marketing, 30, 469-478. doi: 10.1002/mar.20620

Mossberg, L., & Nissen-Johansen, E. (2006). Storytelling: Marketing in the experience industry. Göteborg, Sweden: Studentlitteratur.

National Associatin of Storytellers (2003). What is storytelling? Retrieved from http://www.storynet.org/resources/whatisstorytelling.html

Niño de Urriago, A. (2012). Factores humanos y servicio al cliente. Estudio de caso. Informes Psicológicos, 12(1), 81-94.

Oliver-Talavera, L. (2009). Lovemarks: lealtad más allá de la razón. Undergraduate thesis Universitat Abat Oliva CEU. Retrieved from http://www.recercat.cat/bitstream/handle/2072/13802/TFC-OLIVER-2009.pdf?sequence=1

Patwardhan, H., & Balasubramanian, S. (2011). Brand romance: a complementary approach to explain emotional attachment toward brands. Journal of Product & Brand Management, 20(4), 297-308.

Pawle, J., & Cooper, P. (2006). Measuring emotion-Lovemarks, the future beyond brands. Journal of Advertising Research, 46(1), 38-48.

Pérez-Acosta, A. M. (1999). Análisis psicológico del posicionamiento publicitario: una propuesta cuantitativa. Psicología desde el Caribe, (2-3), 39-46.

Rentería-Pérez, E. (2008). Nuevas realidades Organizacionales y del Mundo del Trabajo: Implicaciones para la Construcción de la Identidad o del Sujeto. Informes Psicológicos, 10, 65-80.

Richins, M. L. (1997). Measuring emotions in the consumption experience. Journal of Consumer Research, 24(2), 127-146.

Rimkute, J., Moraes, C., & Ferreira, C. (2015). The effects of scent on consumer behaviour. International Journal of Consumer Studies, 40(1), 24-34.

Roberts, K. (2004). Lovemarks: The future beyond brands. Brooklyn, NY: Powerhouse Books.

Roberts, K. (2006). The Lovemarks effect: Winning in the consumer revolution. Brooklyn, NY: Powerhouse Books.

Roberts, K. (2007a). Living in the Age of Attraction. Advertising Age, January 29. Retrieved from http://adage.com/article/cmo-strategy/living-age-attraction/114596/

Roberts, K. (2007b). 10 Principles of the Attraction Economy. Advertising Age, January 29. Retrieved from http://adage.com/article/print-edition/10-principles-attraction-economy/114578

Russell, E. (2010). The fundamentals of marketing. Worthing, UK: AVA Publishing.

Saatchi & Saatchi (2013a). Apple [online forum comment]. Retrieved from http://www.lovemarks.com/index.php?pageID=20015&Lovemarkid=135

Saatchi & Saatchi (2013b). Lego. [online forum comment]. Retrieved from http://www.Lovemarks.com/index.php?pageID=20015&Lovemarkid=4

Saatchi & Saatchi (2013c). McDonald’s [online forum comment]. Retrieved from http://www.Lovemarks.com/index.php?pageID=20015&Lovemarkid=96

Saatchi & Saatchi (2013d). How do I know a Lovemark? Internal document retrieved from www.lovemarks.com/index.php?pageID=20020

Saleem, A., Ghafar, A., Ibrahim, M., Yousuf, M., & Ahmed, N. (2015). Product perceived quality and purchase intention with consumer satisfaction. Journal of management and Buiness Research, 15(1), 22-28.

Sarkar, A., (2011). Romancing with a Brand: A conceptual analysis of romantic consumer-brand relationship. Management & Marketing: Challenges for the Knowledge Society 6(1), 79-94.

Sheehan, B. (2013). Loveworks: How the world's top marketers make emotional connections to win in the marketplace. Brooklyn, NY: Powerhouse Books.

Sheth, J. & Parvatiyar, A. (1995). The evolution of Relationship Marketing. International Business Review, 4(4), 397-418.

Sliburytė, L. and Le Ny, J. (2017). The Influence of Sensory Marketing: a Study of atmospheric Factors. Contemporary Issues in Business, Management and Education and Consumer Response. Retrieved from https://doi.org/10.3846/cbme.2017.109

Sole, D., & Gray Wilson, D. (1999). Storytelling in Organizations: The power and traps of using stories to share knowledge in organizations. Harvard University, Graduate School of Education. Retrieved from https://pdfs.semanticscholar.org/b567/5890f706d7f8e1bf1dc01f977a0e34afc421.pdf

Sukoco, B. M. & Wu, W. (2010). The personal and social motivation of customers’ participation in brand community. African Journal of Business Management, 4(5), 614-622.

Sun, Q., Sridhar, N., & O'Brien, M. (2009). Consumer perception of product stimuli: an investigation into Indian consumer psychology and its implications for NPD process and strategy. In: D2B2: the 2nd.Tsinghua International Design Management Symposium, 23-26 April 2009, Tsinghua University, Beijing, China.

Taute, H. A., Mc Quitty, S., & Sautter, E. P. (2011). Emotional information management and responses to emotional appeals. Journal of Advertising, 40(3), 31-43.

Traupmann, J., & Hatfield, E. (1981). Love and its effect on mental and physical health. In R. Fogel, E. Hatfield, S. Kiesler & E. Shanas (Eds.), Aging: Stability and change in the family (pp. 253-274). New York: Academic Press.

Trout, J. & Ries, A. (2000). Positioning: The Battle for your Mind. New York: McGraw-Hill.

Trump, K. (2010). Self Brand Overlap and Dissociation. (Doctoral dissertation), University of Arizona. USA.

Williams, L., & Ackerman, J. (2011). Please Touch the Merchandise. Harvard Business Review blog retrieved from http://blogs.hbr.org/cs/2011/12/please_touch_the_merchandise.html

Winsor, R. M. (2015). The Magic of the Mouse: An Exploration of Brand Personality in The Walt Disney Company. Retrieved from http://scholars.unh.edu/honors/237

Vlahos, J. (2007). Scent and sensibility. The New York Times, September 9, p. C9.

Woodside, A. G., Sood, S., & Miller, K. E. (2008). When consumers and brands talk: Storytelling theory and research in psychology and marketing. Psychology & Marketing, 25(2), 97-145.

Yorkston, E. & Menon, G. (2004). A sound idea: Phonetic effects of brand names on consumer judgments. Journal of Consumer Research, 31, 43-51.

Zajonc, R.B (1980). Feeling and thinking: Preferences need no inferences. American Psychologist, 35(2), 151-175.




DOI: http://dx.doi.org/10.18566/infpsic.v18n2a07