Author: Jennifer Sonntag Publisher: GRIN Verlag ISBN: 3668286728 Category : Business & Economics Languages : en Pages : 94
Book Description
Master's Thesis from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 67, South Bank University London (Business), course: International Business, language: English, abstract: Satisfying customers is no longer sufficient for being successful in today’s business environment. A number of studies suggest that more and more marketers aim to create emotional bonds between their brands and their consumers in order to enhance brand loyalty and the organisation’s profitability. Emotional brand attachment plays an important role in marketing, particularly, in the cosmetics industry. Thus, the overall aim of this research is to investigate how emotional brand attachment affects brand loyalty in the skin care market in the UK and in Germany with a special focus on Nivea and Dove. Furthermore, the study focuses on a number of other research objectives, such as to find out what communications and branding strategies Dove and Nivea use and compare them in order to find out which brand is more successful in establishing brand loyalty and why. Other objectives are to evaluate whether addressing the consumer’s actual or ideal self is more effective, to investigate what other factors impact brand loyalty and to what extent they moderate the effects of emotional brand attachment and to see if the impact of emotional brand attachment on brand loyalty differs in the German and the UK market. In order to examine these research questions a number of hypotheses have been stated. The study is based both on primary and secondary research using qualitative research methods. The secondary research involves the analysis of written documents, and other sources of secondary data with the purpose to get an overview on the research topic and to investigate those research objectives that cannot solely be covered by the primary research. For the primary research two focus groups were conducted, one in the UK and one in Germany. The results of the groups were used to test the hypotheses and to draw conclusions from these findings in order to answer the research questions and to give recommendations for further academic research in this area and to help marketing managers to develop communications and branding strategies that boost brand loyalty. The study has come to the result that both brands effectively use emotional branding strategies to create brand loyalty and that emotions such as happiness, security, safety, reassurance and trust are essential for creating brand loyalty in the skin care market. It was also found out that addressing the consumer’s actual self rather than the ideal self is more important for building emotional bonds and loyalty.
Author: Tareq Nael Hashem Publisher: ISBN: Category : Languages : en Pages : 0
Book Description
People can forget what someone said or did but they very rarely forget the emotions which were raised in them or how someone made them feel. From that point, the role of emotional marketing here appears as means of communicating with consumers or users and developing meaningful relationships with them, allowing for the development of satisfaction and loyalty among them. Therefore, organizations may feel a bit worried about whether their brand and its emotional impact on customers. Current study sought to examine the influence of emotional marketing (EM) on brand loyalty though the mediating role of customer satisfaction. Through employing the quantitative approach; a questionnaire was distributed on (239) customer gained from malls, commercial complexes and retail stores in Jordan. Results of study indicated that emotional marketing focuses on the role of emotions in upgrading the business, directly to the customer's situation, impressions and aspirations, which translates into customer loyalty to the brand for a long time which is attributed to their satisfaction both emotionally and rationally of the brand and the service they get as end users. Study recommended examining the influence of emotional marketing on brand equity and how emotions-based marketing can be useful for the brand equity.
Author: Garg, Ruchi Publisher: IGI Global ISBN: 1522529225 Category : Business & Economics Languages : en Pages : 385
Book Description
The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales. Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.
Author: John O'Shaughnessy Publisher: ISBN: 0195150562 Category : Business & Economics Languages : en Pages : 283
Book Description
How does one choose between a brand name and a generic named product? Why does one choose an item with a slightly lower price than the other? The answer is emotion. The Marketing Power of Emotion, provides a complete, original and anecdote rich account of the marketing power of emotion. This book is written by two of the leading practitioners in the field and is complete with thorough references and real life examples to follow. Emotions, whether it is realized or not is one of the central factors in our buying behavior. Emotions energizes the motivation to buy and certain persuasive techniques are more effective than others are when marketers are trying to resonate emotionally with consumers. This book covers all the essential topics, including the scope of emotion in marketing and how in response to these emotions customers make product appraisals. Finally, this volume covers branding and how emotions play a role in how consumers become loyal to brands.--Publisher's description.
Author: Marc Gobe Publisher: Simon and Schuster ISBN: 1581157371 Category : Business & Economics Languages : en Pages : 352
Book Description
Emotional Branding is the best selling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people. The “10 Commandments of Emotional Branding” have become a new benchmark for marketing and creative professionals, emotional branding has become a coined term by many top industry experts to express the new dynamic that exists now between brands and people. The emergence of social media, consumer empowerment and interaction were all clearly predicted in this book 10 years ago around the new concept of a consumer democracy. In this updated edition, Marc Gobé covers how social media helped elect Barack Obama to the White House, how the idea behind Twitter is transforming our civilization, and why new generations are re-inventing business, commerce, and management as we know it by leveraging the power of the web. In studying the role of women as "shoppers in chief, "and defining the need to look at the marketplace by recognizing differences in origins, cultures, and choices, Emotional Branding foresaw the break up of mass media to more targeted and culturally sensitive modes of communications. As the first marketing book ever to study the role of the LGBTQ community as powerful influencers for many brands, Emotional Branding opened the door to a renewed sensitivity toward traditional research that privilege individuality and the power of the margins to be at the center of any marketing strategy. A whole segment in the book looks at the role of the senses in branding and design. The opportunity that exists in understanding how we feel about a brand determines how much we want to buy. By exploring the 5 senses, Emotional Branding shows how some brands have built up their businesses by engaging in a sensory interaction with their consumers. Emotional Branding explores how effective consumer interaction needs to be about senses and feelings, emotions and sentiments. Not unlike the Greek culture that used philosophy, poetry, music, and the art of discussion and debate to stimulate the imagination, the concept of emotional branding establishes the forum in which people can convene and push the limits of their creativity. Through poetry the Greeks invented mathematics, the basis of science, sculpture, and drama. Unless we focus on humanizing the branding process we will lose the powerful emotional connection people have with brands. Critics hailed Emotional Branding as a breakthrough and a fresh approach to building brands. Design in this book is considered a new media, the web a place where people will share information and communicate, architecture a part of the brand building process, and people as the most powerful element of any branding strategy. Most importantly, it emphasizes the need to transcend the traditional language of marketing--from one based on statistics and data to a visually compelling new form of communication that fosters creativity and innovation. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.
Author: Daryl Travis Publisher: Crown Business ISBN: Category : Business & Economics Languages : en Pages : 328
Book Description
How do you launch a product in today's ultra-competitive and often saturated markets, break through the clutter, and develop strong and lasting customer loyalty? Get in touch with your customers' deepest emotions, of course. Emotional Branding teaches you the how's and why's of, "How does our product or service make our customers feel?" Author Daryl Travis (with a little help from Harry) leads you on a journey filled with colorful ideas and bottom-line lessons that will teach you how to instill brand loyalty in your customers. Whether you are a CEO, an advertising guru, or an innovative businessperson, you will discover how to use a brand's mystique to create powerful and lasting emotional connections with your customers. Travis also addresses: ·Branding as a product of intuitive thinking ·How people develop emotional responses to brands ·Bringing together a company's elements to form a brand ·Developing successful offshoot brands from existing ones ·And much more! Emotional Branding teaches you how to identify and empower your product's appeal and connect it to your customers' experiences with your product. The results unlock the secrets to emotional branding, enhance the brand-consumer relationship, and show you and your business new prosperity—all from discovering and applying these powerful new ways to use the "F" word, F-E-E-L-I-N-G-S. "Today's marketplace confusion can only be sorted out one way: by brand power. Daryl Travis's Emotional Branding sings, a book to savor and ponder. And, if approached in the right spirit, a book to change your worldview and renovate your bottom line. Hint: It's for finance and human resource folks as much as for marketers, as much for three-person architectural studios as for Virgin or GE execs." —Tom Peters, coauthor of In Search of Excellence "Every CEO's job is to create value and build assets, and every company's most formidable asset is its brand. Daryl's book is an important reminder that brands must be protected and nurtured. Read it, take it to heart, and expect some amazing things to happen in your business." —James Berrien, president of Forbes magazine "I've been in the business of building global brands for more than 25 years, and I've yet to read a better account of what it takes to make a brand. Apply all the analytics you want to a great company or brand and in the end you'll find it comes down to how people feel about it. This book reveals why." —Thomas Oliver, CEO of Bass Hotels & Resorts, former executive VP of marketing, FedEx
Author: Mayfair Digital Agency Publisher: Mayfair Digital Agency ISBN: Category : Business & Economics Languages : en Pages : 10
Book Description
"The Power of Emotional Marketing: Creating Connection and Loyalty" is a captivating eBook that delves into the profound impact of emotional marketing strategies on forging strong connections with consumers and fostering unwavering brand loyalty. Authored by [Author Name], a marketing guru with a deep understanding of consumer psychology, this book unravels the art of tapping into emotions to create memorable brand experiences. Through compelling insights and real-world examples, readers gain valuable knowledge on how to craft authentic and relatable brand narratives that resonate with audiences on a deep emotional level. From evoking empathy to instilling trust, the eBook offers practical techniques for marketers to effectively harness emotions in their campaigns, thereby increasing customer retention and advocacy. Whether you're a seasoned marketer or a business owner aiming to elevate your brand's impact, "The Power of Emotional Marketing" is an essential guide that will empower you to forge lasting connections with your target audience and thrive in the competitive market.
Author: Tanja Walker Publisher: diplom.de ISBN: 3832481281 Category : Business & Economics Languages : en Pages : 83
Book Description
Inhaltsangabe:Abstract: This thesis discusses the validity of Customer Relationship Management for luxury skin care brands in the selective cosmetics sector. Luxury skin care brands face limitations in applying CRM strategies due to their selective distribution strategy. The value of CRM is determined by analyzing communication tools, CRM opportunities and limitations. The example of Club Biotherm , a luxury skin care brand s customer loyalty program, illustrates the findings, and recommendations are made in order to successfully implement a CRM strategy. Key Words: Customer value, Customer segmentation, Customer loyalty, Communication tools, Direct Marketing, Customer loyalty programs, Channel conflict management. Zusammenfassung: In der vorliegenden Diplomarbeit wird die Gültigkeit von Customer Relationship Management für Luxusmarken der Selektiven Kosmetik untersucht. Bei der Umsetzung von CRM Strategien werden Luxuskosmetikmarken mit Grenzen konfrontiert, welche durch das selektive Vertriebssystem entstehen. Die Wertigkeit von CRM wird anhand der Kommunikationsmaßnahmen, Chancen und Grenzen analysiert. An dem Beispiel des Club Biotherm , einem Kundenbindungsinstrument einer selektiven Luxuskosmetikmarke, werden die Ergebnisse erläutert sowie Handlungsempfehlungen entwickelt, um eine CRM Strategie erfolgreich durchzuführen. Schlüsselbegriffe: Kundenwert, Kundensegmentation, Loyalität, Kommunikationsmaßnahmen, Direkt Marketing, Kundenbindungsprogramme, Vertriebsmanagement. Inhaltsverzeichnis:Table of Contents: ABSTRACTI LIST OF ABBREVIATIONSIII TABLE OF CONTENTSIV LIST OF FIGURES AND TABLESVI APPENDIXVII 1.INTRODUCTION1 1.1PROBLEM AND OBJECTIVE1 1.2STRUCTURE2 2.CORNERSTONES OF CUSTOMER RELATIONSHIP MANAGEMENT3 2.1IMPORTANT CUSTOMER RELATIONSHIP MANAGEMENT FACTORS4 2.1.1Customer Value4 2.1.2Customer Segmentation6 2.1.3Customer Loyalty9 2.2COMMUNICATION TOOLS WITHIN A CRM STRATEGY15 2.2.1Communication Channels15 2.2.2Customer Loyalty Programs18 3.CRM ANALYSIS IN THE LUXURY SKIN CARE MARKET21 3.1THE LUXURY SKIN CARE MARKET21 3.2RESEARCH QUESTION AND RESEARCH DESIGN23 3.3DATA COLLECTION AND INTERVIEW DESIGN25 3.4LIMITATIONS IN THE CHOSEN APPROACH27 3.5RESULTS OF THE CRM ANALYSIS27 4.INTERPRETATION OF THE CRM ANALYSIS IN THE LUXURY SKIN CARE MARKET31 4.1INTERPRETATION OF COMMUNICATION TOOLS31 4.1.1Case study Club Biotherm 31 4.1.2Direct Mail33 4.1.3Telemarketing34 4.1.4E-Mail Marketing35 4.1.5Online [...]
Author: Shah Mohammed Publisher: Independently Published ISBN: Category : Business & Economics Languages : en Pages : 0
Book Description
In today's crowded marketplace, offering quality products or services is no longer enough. Consumers are seeking deeper connections, emotional resonance, and a sense of belonging that goes beyond mere transactions. Brands that tap into their customers' emotional core will truly thrive in the long run. Enter "The Heart Market: How to Build an Emotional Brand" by Shah Mohammed - a groundbreaking guide that reveals the secrets to forging powerful emotional bonds between brands and their audiences. This book is a must-read for entrepreneurs, marketers, business leaders, and anyone seeking to create a brand that resonates on a profoundly human level. At its core, "The Heart Market" recognizes that consumers are not just rational decision-makers but complex human beings driven by a multitude of emotions, desires, and aspirations. By understanding this fundamental truth, brands can unlock the key to building unbreakable customer loyalty and advocacy. Through a compelling narrative and a wealth of real-world examples, Shah Mohammed takes readers on a transformative journey, exploring the 15 essential factors that contribute to the creation of an emotional brand. The book emphasizes treating consumers as whole beings, not just wallets. Brands must sell emotionally resonant experiences through personalization, storytelling, and identity-shaping. Building relationships, fostering communities, and upholding authenticity are vital for embedding emotional resonance. Perhaps most importantly, "The Heart Market" emphasizes the crucial role of authenticity in building emotional brands. In an age of increasing transparency and consumer scepticism, brands that fail to deliver on their promises or present an inauthentic face to the world will quickly be exposed and rejected. Throughout the book, the author draws upon a wealth of research, case studies, and real-world examples that bring these concepts to life. From iconic brands that have mastered the art of emotional connection, readers will understand what it takes to build a truly emotional brand in today's competitive landscape. In a world where consumers are bombarded with countless choices and fleeting distractions, "The Heart Market" offers a powerful antidote - a roadmap for brands to forge lasting emotional connections that transcend the transactional and create a sense of meaning, belonging, and purpose. Whether you're an entrepreneur seeking to build a brand from the ground up, a marketer looking to breathe new life into an existing brand, or a business leader striving to create a more emotionally resonant culture, "The Heart Market" is an indispensable guide to navigating the ever-evolving landscape of consumer emotions and desires. Prepare to be inspired, challenged, and equipped with the knowledge to create a brand that doesn't just sell products or services but one that touches the hearts and minds of consumers in a truly profound way. "The Heart Market" is a must-read for anyone seeking to build a brand that will stand the test of time and forge unbreakable emotional bonds with their audiences.
Author: Gupta, Monika Publisher: IGI Global ISBN: 1668458993 Category : Business & Economics Languages : en Pages : 317
Book Description
Emotional impulses heavily influence the behavior of customers. Sensory marketing establishes an emotional connection between the company and the customers, thus yielding a positive response towards the brand. It has a strong influence not only on the perceptions but also on the choices of the customers. It assists the organizations in delivering a unique multisensory experience and capitalizes on new marketing opportunities. Therefore, businesses should carefully formulate sensory marketing strategies revolving around the details of offered product mix, prospective modes of communication, as well as point-of-sale actions. Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing provides strategies for approaching customers through their senses to better formulate effective sensory tactics. It strengthens the research in communicating brand image, enhancing brand recognition, generating brand loyalty, and increasing brand appeal through sensory marketing. Covering topics such as customer engagement, brand experience, and service quality, this premier reference source is an indispensable resource for business leaders and executives, marketing professionals, brand specialists, students and faculty of higher education, librarians, researchers, and academicians.
Author: Jennifer Sonntag
Author: Tareq Nael Hashem
Author: Garg, Ruchi
Author: John O'Shaughnessy
Author: Marc Gobe
Author: Daryl Travis
Author: Mayfair Digital Agency
Author: Tanja Walker
Author: Shah Mohammed
Author: Gupta, Monika