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Measuring Emotion—Lovemarks, The Future Beyond Brands

John Pawle, Peter Cooper
DOI: 10.2501/S0021849906060053 Published 1 March 2006
John Pawle
QiQ International Ltd,
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  • For correspondence: john.pawle@QiQInternational.com
Peter Cooper
CRAM and QiQ International Ltd,
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  • For correspondence: peter.cooper@cram-intl.com
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ABSTRACT

Our main purpose is to address these questions: how do emotions interact with and influence so-called “rational” processes; which are more important in brand communication and advertising? We first establish the importance of emotion in the consumer-brand relationship and then review how to measure emotion based on the thinking included in “Lovemarks” theory, i.e., that brands these days need not just to be respected but must also build a strong, loving relationship with consumers.

Three key advances are then made: (1) We demonstrate the benefits of an approach for measuring emotion that combines qualitative insights with quantitative statistical confidence. (2) We show that the actual contribution of emotional factors to brand decision making is significantly greater than functional factors and ranges from 63–85 percent, depending on the product category. (3) We also propose a new working model of the ways in which emotional and rational processes work and interact together in creating brand relationships. The case studies used draw from research on magazine titles, breakfast cereals, and cars, but we believe have a wider application for innovation and creativity in marketing and communication generally.

  • © Copyright 2006 The ARF. All rights reserved.

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Vol 46 Issue 1

Journal of Advertising Research: 46 (1)
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Measuring Emotion—Lovemarks, The Future Beyond Brands
John Pawle, Peter Cooper
Journal of Advertising Research Mar 2006, 46 (1) 38-48; DOI: 10.2501/S0021849906060053

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Measuring Emotion—Lovemarks, The Future Beyond Brands
John Pawle, Peter Cooper
Journal of Advertising Research Mar 2006, 46 (1) 38-48; DOI: 10.2501/S0021849906060053
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