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Significance of Brand Perception in Stimulating Consumer Engagement
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Author(s): Baljinder Kaur (Chandigarh Business School of Administration, Chandigarh Group of Colleges, Landran, India)and Jaswinder Singh (Chitkara University Institute of Engineering and Technology, Chitkara University, India)
Copyright: 2023
Pages: 9
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.ch017
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Abstract
The broad objective of this chapter is to understand the role of brand perception in enhancing consumer engagement in today's intense competition. This investigation validates that the power of a brand and brand perception in the consumer's mind has a lasting impact on consumer engagement. This chapter provides an in-depth study of various components of brand perception and how it facilitates resilient relationships with consumers for attaining the enduring success of a company.
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