Emotional branding : fulfillment of people's needs: a laboratory experiment

• Main Authors: Maracic, Jagoda, Maracic, Spomenka
• Format: Others
• Language: English
• Published: Högskolan Kristianstad, Sektionen för Hälsa och Samhälle 2009
• Subjects: Brand; branding; emotional marketing; emotion; emotional branding; trust; personality; lifestyle; relationship; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-949

The concept of emotional branding has not received much attention from the academic community. Emotional branding is a powerful and advantageous instrument. It links brand to the customers, makes customers identify themselves with the brand, adapts brand to customers’ way of life, and makes brand more reliable in customers´ eyes. Simply defined, emotional branding is about fulfilment of peoples’ needs. This dissertation explores and analyses factors, which explain the concept emotional branding. After having reviewed the literature in the area of branding and emotions, the authors of the dissertation create an explanatory model. This model consists of four factors: Trust, Personality, Lifestyle, and Relationship. Four propositions are formulated in order to test the model. The suggested theory was tested in a laboratory experiment with a Multi-method qualitative study. The conclusion of the research conducted is that emotional branding, indeed, can be explained by four factors; Trust, Lifestyle, Personality, and Relationship.