IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Cultivating Emotional Branding Through Customer Experience Management: From the Holistic Experience Perspective

Cultivating Emotional Branding Through Customer Experience Management: From the Holistic Experience Perspective
View Sample PDF
Author(s): Shivani Saini (Dr. B. R. Ambedkar National Institute of Technology, India) and Jagwinder Singh (Dr. B. R. Ambedkar National Institute of Technology, India)
Copyright: 2018
Pages: 17
Source title: Driving Customer Appeal Through the Use of Emotional Branding
Source Author(s)/Editor(s): Ruchi Garg (BML Munjal University, India), Ritu Chhikara (BML Munjal University, India), Tapan Kumar Panda (BML Munjal University, India) and Aarti Kataria (Management Development Institute, India)
DOI: 10.4018/978-1-5225-2921-7.ch004

Purchase


Abstract

Emotional branding promotes customer's long-lasting psychological attachment to a brand. Customer experiences with products and services trigger emotional responses. Therefore, customer experience management is imperative for generating pleasant emotions. Yet the delivery of customer experiences is viewed in a holistic manner. Customer experience management can be effectively integrated into a brand strategy to drive customers' positive behavioural and attitudinal intentions. The customer experiences play a pivotal role in the generation of positive emotions. Adopting an appropriate combination and priority of experience elements is essential to create customer satisfaction, trust, and commitment in order to develop true loyalty. The traditional tactical approach of marketing-mix elements is purely marketing driven and does not fit well in the CEOs expectations. These experience-mix elements will help the organizations to become market driving, which is even beyond the market-driven approach and thus will generate sustainable competitive advantage.

Related Content

Defining the Concept of Brand Equity With Radical Transparency
Elena Veselinova, Marija Gogova Samonikov. © 2020. 17 pages.
View Details View Details PDF Full Text View Sample PDF
Increasing the Brand Equity of Private Label Brands
Tamer A. Awad, Sahar Mohsen. © 2020. 21 pages.
View Details View Details PDF Full Text View Sample PDF
Multi-Sensory Fashion Retail Experiences: The Impact of Sound, Smell, Sight and Touch on Consumer Based Brand Equity
Bethan Alexander, Karinna Nobbs. © 2020. 24 pages.
View Details View Details PDF Full Text View Sample PDF
The Impact of Integrated Marketing Communications on Hotel Brand Equity: Does National Culture Matter?
Maja Šerić, Irene Gil-Saura, Alejandro Mollá-Descals. © 2020. 29 pages.
View Details View Details PDF Full Text View Sample PDF
Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market
Ankita Sen Negi, Payel Das. © 2020. 14 pages.
View Details View Details PDF Full Text View Sample PDF
E-Satisfaction and E-Loyalty: Two Main Consequences of Online Buying Attributes
Gyaneshwar Singh Kushwaha, Mukesh Kaushal. © 2020. 21 pages.
View Details View Details PDF Full Text View Sample PDF
Relationship Marketing as a Mediating Role Between Brand Image and Customer Loyalty in B2B Markets: Evidence From a Manufacturing Company
Eman Mohamed Abd-El-Salam. © 2020. 29 pages.
View Details View Details PDF Full Text View Sample PDF
Body Bottom