Measuring Emotion - Lovemarks, The Future Beyond Brands

John Pawle and Peter Cooper

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.

Measuring Emotion - Lovemarks, The Future Beyond Brands

John PawleQiQ International LtdPeter CooperCRAM and QiQ International Ltd

INTRODUCTION-LOVEMARK THEORY

Advertising and communication need to reflect the ways in which consumers have changed. Emotional...

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