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Emotional Branding as a Strategy in Promoting Customer Loyalty
Abstract
In the past decade, emotional branding has been emerged as an extremely influential brand management paradigm and is widely heralded as a key dimension to marketing success. Branding of emotions focuses upon the consumer and not the product at the very forefront; it examines how brands can communicate with consumers in a more rational and humanitarian manner and affect people deeply at the varying degree of the feelings and senses. Due to the steadily growing competition in the international market, brands have become an important component. Therefore, the objective of marketers is to understand the people's emotional desires and increase the consonance of the brand personality for their brands with the self-image of their target customers. The purpose of the chapter is to recognize the potential nature of emotions in creating strong brand attachments between consumers and brands, and promote active participation as it leads to customer loyalty. It also articulates the effects of interactive features that enhance emotional branding elements in a virtual community.
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