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

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

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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.

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