Analysis of Psychological Aspects of Lovemarks Formation.
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| Title: | Analysis of Psychological Aspects of Lovemarks Formation. |
|---|---|
| Alternate Title: | Análisis de aspectos psicológicos de la formación Lovemarks. Analise dos aspetos psicológicos na formação das Lovemarks. |
| Authors: | Dos Santos Di Mattia, Vanessa, Ramos Rodríguez, Maria Daniella, Pérez-Acosta, Andrés M. |
| Source: | Informes Psicológicos. 2018, Vol. 18 Issue 2, p115-139. 25p. |
| Subjects: | Branding (Marketing), Consumer psychology, Social psychology |
| Abstract (English): | 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. [ABSTRACT FROM AUTHOR] |
| Abstract (Spanish): | El presente trabajo es una reflexión teórica que busca contribuir al entendimiento de los procesos psicológicos subyacentes en la teoría de Kevin Roberts sobre lovemarks que, dentro de la mercadotecnia, ha buscado reemplazar la idea tradicional que se tiene sobre las marcas. La primera parte proporciona una introducción sobre la evolución de las marcas desde una perspectiva psicológica y de mercadeo. La segunda parte explica la teoría de lovemarks y sus componentes: el eje amor/respeto, las características de misterio, sensualidad e intimidad. Adicionalmente, se soporta esta teoría a través de literatura complementaria y casos de éxito. La tercera parte, corresponde a la identificación y análisis de los procesos psicológicos que explican la formación de un lovemark: percepción, memoria, motivación individual y social y emoción. La cuarta y última parte contiene las conclusiones e implicaciones en la formación de la relación marca-consumidor. [ABSTRACT FROM AUTHOR] |
| Abstract (Portuguese): | O presente trabalho é uma reflexão teórica que procura contribuir ao entendimento dos processos psicológicos subjacentes na teoria de Kevin Roberts acerca das lovemarks que, ao interior da mercadologia, tem procurado substituir a ideia tradicional que se tem ao respeito das marcas. A primeira parte proporciona uma introdução ao respeito da evolução das marcas desde uma perspectiva psicológica e de mercado. A segunda parte exprime a teoria das lovemarks e os seus componentes: o eixo amor/respeito, as características de mistério, sensualidade e intimidade. Adicionalmente, esta teoria é suportada pela literatura complementaria e casos de sucesso. A terceira parte corresponde à identificação e analise dos processos psicológicos que exprimem a formação de uma lovemark: percepção, memoria, motivação individual e social e emoção. A quarta e última parte contem as conclusões e as implicações na formação da relação marca-consumidor. [ABSTRACT FROM AUTHOR] |
| Copyright of Informes Psicológicos is the property of Universidad Pontificia Bolivariana, Facultad de Psicologia and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Psychology and Behavioral Sciences Collection |
| FullText | Links: – Type: pdflink Text: Availability: 0 |
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| Header | DbId: pbh DbLabel: Psychology and Behavioral Sciences Collection An: 132438657 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 0 |
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| Items | – Name: Title Label: Title Group: Ti Data: Analysis of Psychological Aspects of Lovemarks Formation. – Name: TitleAlt Label: Alternate Title Group: TiAlt Data: Análisis de aspectos psicológicos de la formación Lovemarks.<br />Analise dos aspetos psicológicos na formação das Lovemarks. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Dos+Santos+Di+Mattia%2C+Vanessa%22">Dos Santos Di Mattia, Vanessa</searchLink><br /><searchLink fieldCode="AR" term="%22Ramos+Rodríguez%2C+Maria+Daniella%22">Ramos Rodríguez, Maria Daniella</searchLink><br /><searchLink fieldCode="AR" term="%22Pérez-Acosta%2C+Andrés+M%2E%22">Pérez-Acosta, Andrés M.</searchLink> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Informes+Psicológicos%22">Informes Psicológicos</searchLink>. 2018, Vol. 18 Issue 2, p115-139. 25p. – Name: Subject Label: Subjects Group: Su Data: <searchLink fieldCode="DE" term="%22Branding+%28Marketing%29%22">Branding (Marketing)</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+psychology%22">Consumer psychology</searchLink><br /><searchLink fieldCode="DE" term="%22Social+psychology%22">Social psychology</searchLink> – Name: Abstract Label: Abstract (English) Group: Ab Data: 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. [ABSTRACT FROM AUTHOR] – Name: Abstract Label: Abstract (Spanish) Group: Ab Data: El presente trabajo es una reflexión teórica que busca contribuir al entendimiento de los procesos psicológicos subyacentes en la teoría de Kevin Roberts sobre lovemarks que, dentro de la mercadotecnia, ha buscado reemplazar la idea tradicional que se tiene sobre las marcas. La primera parte proporciona una introducción sobre la evolución de las marcas desde una perspectiva psicológica y de mercadeo. La segunda parte explica la teoría de lovemarks y sus componentes: el eje amor/respeto, las características de misterio, sensualidad e intimidad. Adicionalmente, se soporta esta teoría a través de literatura complementaria y casos de éxito. La tercera parte, corresponde a la identificación y análisis de los procesos psicológicos que explican la formación de un lovemark: percepción, memoria, motivación individual y social y emoción. La cuarta y última parte contiene las conclusiones e implicaciones en la formación de la relación marca-consumidor. [ABSTRACT FROM AUTHOR] – Name: Abstract Label: Abstract (Portuguese) Group: Ab Data: O presente trabalho é uma reflexão teórica que procura contribuir ao entendimento dos processos psicológicos subjacentes na teoria de Kevin Roberts acerca das lovemarks que, ao interior da mercadologia, tem procurado substituir a ideia tradicional que se tem ao respeito das marcas. A primeira parte proporciona uma introdução ao respeito da evolução das marcas desde uma perspectiva psicológica e de mercado. A segunda parte exprime a teoria das lovemarks e os seus componentes: o eixo amor/respeito, as características de mistério, sensualidade e intimidade. Adicionalmente, esta teoria é suportada pela literatura complementaria e casos de sucesso. A terceira parte corresponde à identificação e analise dos processos psicológicos que exprimem a formação de uma lovemark: percepção, memoria, motivação individual e social e emoção. A quarta e última parte contem as conclusões e as implicações na formação da relação marca-consumidor. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Informes Psicológicos is the property of Universidad Pontificia Bolivariana, Facultad de Psicologia and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=pbh&AN=132438657 |
| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.18566/infpsic.v18n2a07 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 25 StartPage: 115 Subjects: – SubjectFull: Branding (Marketing) Type: general – SubjectFull: Consumer psychology Type: general – SubjectFull: Social psychology Type: general Titles: – TitleFull: Analysis of Psychological Aspects of Lovemarks Formation. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Dos Santos Di Mattia, Vanessa – PersonEntity: Name: NameFull: Ramos Rodríguez, Maria Daniella – PersonEntity: Name: NameFull: Pérez-Acosta, Andrés M. IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 07 Text: 2018 Type: published Y: 2018 Identifiers: – Type: issn-print Value: 21453535 Numbering: – Type: volume Value: 18 – Type: issue Value: 2 Titles: – TitleFull: Informes Psicológicos Type: main |
| ResultId | 1 |
