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Customer Engagement Through Emotional Branding
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Author(s): Ansh Jindal (Chitkara Business School, Chitkara University, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Lochan Chavan (Smt. Kamala Mehta V.W.A. College of Commerce, Mumbai, India)
Copyright: 2023
Pages: 10
Source title:
Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing
Source Author(s)/Editor(s): Monika Gupta (Chitkara Business School, Chitkara University, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Shubhi Bansal (Indian Institute of Technology, Indore, India)
DOI: 10.4018/978-1-6684-5897-6.ch016
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Abstract
Emotional branding is a marketing strategy that involves appealing to clients' emotions to increase brand loyalty. Consumer behavior has shifted away from a more analytical approach based on product features satisfaction and towards forming an emotional tie with the brand. Consumers are more interested in the brand that depicts their image and understands how the brand makes them feel, resulting in a link, rather than the commodity or goods that meet their needs. Emotions, according to Darwin, are adaptive and help in communication. It's a mental state that develops when a person is exposed to a specific event, thought, or activity, and it's often confused with feelings. Today, emotions are used to influence a customer's reaction to a product. Engagements, such as posting links, clicking through, and buying stuff from the brand, are driven by the emotional attachment that occurs between a customer and a brand. This chapter aims to better understand how emotions play a part in building strong brand ties between customers and brands.
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