Driving customer appeal through the use of emotional branding

Ruchi Garg, Ritu Chhikara, Tapan Kumar Panda, and Aarti Kataria, editors.

"This book explores how emotional branding is a unique branding strategy that touches consumer lives by influencing their thoughts and feelings to the extent that the brand gets positioned into the core of consumers' lives. It provides insights on how firms can benefit by adopting the same in the best manner applicable to their products and services"--

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Year of publication:	[2018]
Other Persons:	Garg, Ruchi (ed.) ; Panda, Tapan Kumar (ed.) ; Kataria, Aarti (ed.)
Publisher:	Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA) : IGI Global
Subject:	Markenführung \| Brand management \| Beziehungsmarketing \| Relationship marketing \| Emotionale Werbung \| Emotional branding \| Marketingmanagement \| Marketing management \| Konsumentenverhalten \| Consumer behaviour

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Extent:	1 Online-Ressource(32 PDFs (xviii, 366 pages))
Series:	Advances in marketing, customer relationship management, and e-services (AMCRMES) book series
Type of publication:	Book / Working Paper
Language:	English
Notes:	Includes bibliographical references and index Restricted to subscribers or individual electronic text purchasers Mode of access: World Wide Web Section 1. Introduction to emotional branding. Chapter 1. Multisensory brand experiences and brand love: myth or reality? ; Chapter 2. Branding in 2025: a dawn of a new era ; Chapter 3. Benchmark Academy study ties customer experience to emotional branding: a University of Phoenix Center for Leadership Studies and Educational Research assessment ; Chapter 4. Cultivating emotional branding through customer experience management: from the holistic experience perspective -- Section 2. Relationship branding and branding relationships. Chapter 5. Consumer-brand relations: an investigation Into the concept of brand hate ; Chapter 6. An examination of determinants and consequences of emotional attachment for low cost and premium service brands -- Section 3. Emotional branding and marketing mix. Chapter 7. Influence of marketing mix decisions on emotional branding and its effect on customer appeal ; Chapter 8. Experiential marketing as a tool for emotional brand building -- Section 4. Elements of emotional branding. Chapter 9. Building emotional brand personalities: anthropomorphized brands ; Chapter 10. Brand anthropomorphism: collegiate mascots and social media -- Section 5. Branding process. Chapter 11. The emotional branding process ; Chapter 12. A consumer-based branding process ; Chapter 13. Emotional branding as a strategy in promoting customer loyalty -- Section 6. Emotional branding strategy. Chapter 14. Leveraging reputation for product innovation through strategic co-branding ; Chapter 15. Brand revitalization: reconnecting emotionally ; Chapter 16. Emotional branding through celebrity endorsements -- Section 7. Contemporary issues in emotional branding. Chapter 17. Emotional branding and social media: positive and negative emotional appeals ; Chapter 18. Understanding Doppelg(c)Þnger brand image: the darker side to emotional branding Also available in print.
ISBN:	978-1-5225-2922-4 ; 978-1-5225-2921-7 ; 1-5225-2921-7
Other identifiers:	10.4018/978-1-5225-2921-7 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012392900