EMOTIONAL BRANDING

ABSTRACT

This research paper aims to examine the customer's emotional attachment towards mobile phone brands and mobile phone brand loyalty intentions. The mediating role of brand commitment in the attachment loyalty intentions relationship is also examined. This investigation utilizes information gathered from a poll study involving 210 participants. Construction condition displaying was utilized to dissect the data and test the examination theories. The discoveries uncover the full interceding job of brand responsibility in the connection between passionate brand connection and reliability aims.

This research presents managerial implications to mobile phone marketers who seek to maintain an enduring relationship with their customers.

KEYWORDS: Emotional Brand Attachment, Brand Commitment, Loyalty Intentions

Recent studies have shown that most of our purchasing choices and decisions are the result of a careful analysis of the advantages and disadvantages and of affective and emotional aspects. Psychological literature recognizes that the emotional conditions are always present and influence every stage of decision-making in purchasing process. Consumers establish with company brands an overall emotional relationship and express, also with web technologies, reviews and suggestions on product/service. In our department we have developed an original algorithm of sentiment analysis to extract emotions from online customer opinions. With this algorithm we have obtained good results to polarize this opinions in order to reach strategic marketing goals.

This research has focused on identifying the impact of experience design elements in textiles shopping industry in Sri Lanka on the loyalty behavior of the customers. There were three independent variables: Functional experience, Sensory experience and Social experience which were used to categorize the experience design elements in a textiles shopping environment. Loyalty behavior was the dependent variable in this research which was affected by experience design elements. In the same time, two variables: Pleasure and Arousal mediated the relationship between experience design elements and loyalty behavior in the textiles shopping environment. As the results, functional experience, sensory experience and social experience has a direct but not a significant relationship with the loyalty behavior while pleasure and arousal mediates significantly the relationship between experience design elements and loyalty behavior.

Using actor-network theory from sociology, the author explores the creation of new markets as a brand-mediated legitimation process. Findings from an eight-year longitudinal investigation of the Botox Cosmetic brand suggest that the meanings of a new cosmetic self-enhancement technology evolve over the course of contestations between brand images promoted by the innovator and doppelgänger brand images promoted by other stakeholders. Each contestation addresses an enduring contradiction between nature and technology. A four-step brand image revitalization process is offered that can be applied either by managers interested in fostering an innovation's congruence with prevailing social norms and ideals or by other stakeholders (e.g., activists, competitors) interested in undermining its marketing success. The findings integrate previously disparate research streams on branding and market creation and provide managers with the conceptual tools for sustaining a branded innovation's legitimacy over time.

El sonido de productos y marcas denominado audiologos, crea asociaciones mentales que generan emociones vinculadas a recuerdos, aquellas que muestran comportamien- tos de fidelidad de quienes lo consumen; por tal motivo, el presente estudio tiene como objetivo conocer la dependencia entre los recuerdos de sonido y la fidelidad a la marca con las emociones que se presentan planteándose tres hipótesis: a) Las emociones son dependientes del reconocimiento de los sonidos de las marcas; b) La fidelidad de marca es dependiente del reconocimiento de los sonidos que estas generan; y c) Las emociones son dependientes de la fidelidad de la marca.
Tomando en cuenta la relevancia de la industria de videojuegos y de productoras de películas a nivel mundial, se utilizaron sonidos de marcas de ambas industrias, en una muestra estratificada por nivel socioeconómico de 384 personas entre 20 y 49 años de la ciudad de Guayaquil. Para contrastar y profundizar en la data obtenida, se realizaron dos grupos focales de ocho personas en cada uno de ellos y divididos en dos grupos: personas de 18 a 24 años y personas de 25 a 35 años. Dentro de cada grupo se realizaron las mismas preguntas del cuestionario junto con preguntas de profundización para conocer los motivos de elección de cada respuesta y las palabras asociadas a cada una de las marcas.
Con los resultados obtenidos mediante pruebas chi-cuadrado, se determina que existen sonidos de marcas que demuestran niveles de fidelidad y reconocimiento. Tal como se define en la revisión de literatura, una melodía influye en la percepción de la audiencia, lo que hace que un audiologo se convierta en una forma de crear vínculos psicológicos con el consumidor llegando a conexiones emocionales y por ende desarrollando mayor fidelidad.
Los resultados revelan los distintos tipos de dependencias entre las variables de estudio, por lo que se plantea una clasificación de audiologos en tres tipos: simple sounds, lovely sounds y cool sounds, basados en una escala emocional de seis emociones definidas como neutral, confusión, amor, alegría y sentimiento “cool”. La escala sonido-emocional explicada en este estudio pretende ser una herramienta para monitorear la salud de marca mediante el uso de audiologos, de tal forma que se entienda no solo el reconocimiento y fidelidad, sino que se infiera en cómo los esfuerzos de comunicación han surtido efecto en las personas que han percibido o usado la marca. Las emociones de marca no solo se muestran como un efecto sino también que pueden ser presentadas como una causa, es decir, aquello que impulsa a la recompra producto de su reconocimiento.

Susu sebagai salah satu produk petemakan memiliki peran yang sangat besar bagi peningkatan kualitas sumber daya manusia melalui pemenuhan kebutuhan protein hewani, mineral, dan memilik.i nilai gizi yang tinggi dan lengkap. Sifat SUSn segar yang mudah rusak menjadi awal berkembangnya industd pengolahan susu di Indonesia, yang mengbasilkan produk susu olahan seperti susu bubuk, susu kental manis, susu cair, dan susu formulasi. Di Indonesia susu kenta} manis (SKM) merupakan produk susu olahan yang paling tinggi tingkat konsumsinya dibandingkan dengan susu olahan lain. Tingginya konsumsi SKM dikarenakan sifatoya yang lebili tahan lama dan lebili murah. Selain dapat diminmn dengan campuran air, SKM juga digcnakan untuk bahan Iambaban pembuatan puding, bermacam jenis minuman dingin, olesan roti dan true. Pada saat Indonesia mengalami krisis ekonomi tahull 1998 yang menyebabkan harga susu meningkat drastis di til1gkat pengeccr, tcrnyntll kOllsulllsi SKM tidak mengalami penurunan yang tinggi dibanding produk susu olahan lain. Kondisi perkembangan konsumsi SKM ini merupakan prospek yang baik bagi industri pengolahan susu, sebingga perru bagi ·perusahaan penghasil produk SKM untuk tetap meningkatkan produksi dan mempertahankan pangsa pasamya. PT lndomilk sebagai pemegang pangsa pasar SKM terbesar di llldonesill dituntut untuk mempertahankan posisinya dengan menerapkan suatu strategi guna mencapai keunggulan bersaing. Dalam kondisi persaingan usaha yang cukup ketat saat ini, PT lndomilk tidak hanya dituntut menghasilkan produk yang berkualitas dan mel1awarkan produk yang harganya lebih murah dan pesaing, namUll PT Indomilk juga hams dapat menghasilkan produk yang unik dan sulit ditim oleh pesaing. Produk yang unik tersebut adalah produk. yang dapat membuat konsumen terkesan sehingga menimbulkan kesukaan yang mendalam terhadap produk tersebut. Dalam dunia pemasaran, suatu cara pemasaran yang lebih menitikberatkan pada perasaan individu (konsumen) dikena! sebagai EXEM (Experiential Marketing dan Emotional Branding). EXEM merupakan pendekatan pemasaran yang sudah saatnya harus dilakukan oleh setiap perusahaan agar produk dan pelayanannya dapat berkesan di bati dan pikiran konsumen sehingga dapat meningkatkan loyalitas konsumen yang berarti adanya hubungan jangka panjang dengan konsumen. Penelitian ini bertujuan untuk : 1) mempelajari pelaksanaan prinsip-prinsip Experiential Marketing oleh PT Indomilk, 2) mempelajari pelaksanaan prinsipprinsip Emotional Branding oleh PT Indomilk, 3) mempelajari tingkat loyalitas konsumen SKM Indomilk pada PT Indomilk. 4) mengkaji bagaimana hubungan antara Experiential Marketing (EM) dengan !oyaJitas konsumen SKM Indomilk pada PT Indomilk, 5) mengkaji bagaimana hubungan antara Emotional Branding (EB) dengan IO;'alitas konsumen SY.M Indomilk pada PT Indomilk. dan 6) mengkaji bagaimana hubungan antara Experiential Marketing dan Emotional Branding (EXEM) dengan loyalitas konsumen SKM Indomilk pad. PT Indomilk. Metode yang digunakan dalam penelitian ini adalah metode survei dengan mengambil lokasi di Kotamadya Bogor. Pemilihan lokasi dilakukan seeara sengaja (purposive) dengan pertimbangan bahwa Kota Bogor adalah kota yang tengah berkembang dan penduduknya merupakan konsumen yang potensial. Data diperoleh melalui wawancara menggunakan kuesioner dengan sejumlah responden konsumen susu kenta! manis Indomilk di pasar dan supermarket terpilih. Pengolahan data dilakukan dengan : 1) menghitung persentase dari skor penilaian responden terhadap skor maksimal untuk mengetahui pelaksanaan prinsip-pnnsip experiential marketing dan emotional branding. 2) menggolongkan kritena konsumen menurut Griffin berdasarkan skor penilaian responden untuk mengetahui tingkat loyalitas konsumen, 3) menggunakan uji Korelasi Rank Spearman untuk mengetahui hubungan experiential marketing dengan loyalitas konsumen dan emotional branding dengan loyalitas konsumen. dan 4) menggunakan uji Korelasi Konkordansi Kendall W untuk mengetahui hubungan erperiential marketing dan emotional branding dengan loyalitas konsumen. Hasil penelitian menunjukkan bahwa pelaksaoaao prinsip-prinsip experiential marketing dan emotional branding oleh PT Indomilk pada umumnya dinyatakan mengesankan. Adapun tingkat loyalitas konsumen SKM Indomilk pada PT Indomilk dinyatakan cukup loyal. karena banyaknya konsumen yang tennasuk kriteria clients (67%), yakni konsmnen yang membeli SKM Indomilk secara teratur (rutin) dan tidak terpengaruh oleh SKM lain, walaupun konsumen yang termasuk kriteria advocates (koosumen yang termasuk. clients dan juga menganjurkan orang lain uotuk mengkonswnsi SKM Indomilk) hanya sedikit (7%). Hal ini berarti PT Indomilk cukup berhasil dalam melaksanakan prinsip-prinsip experiential marketing dan emotional branding uotuk meningkatkan loyalitas kODsumen. Sedangkan berdasarkan uji Korelasi Rank Spearman, diperoleh bahwa terdapat hubungan yang signifikan antara experiential marketing PT Indomilk dengan loyalitas konsumen SKM Indomilk dan emotional branding PT Indomilk dengan loyalitas konsumen SKM Indomilk sehingga semakin baik experiential marketing ataupun emotional branding PT Indomilk akan meningkatkan loyalltas konsrunen SKM Indomilk. Begitu juga berdasarkan uji Korelasi Konkordansi Kendall W, diperoleh bahwa terdapat hubungan yang signifikan antara experiential marketing dan emotional branding PT Indomilk dengan loyalitas konsumen SKM Indomilk sehingga semakin baik experiential marketing dan emotional branding PT Indomilk akan meningkatkan loyalitas konsumen SKM Indomilk. Berdasarkan hasil penelitian, beberapa saran yang dapat diberikan bagi PT Indomilk adalah : 1) mempertahankan dan meningkatkan terns pelaksanaan plinsipprisip experiential marketing dan emotional branding denglln lebih baik, terutama unsur-unsur yang masih kurang (komunikasi dan co-branding), 2) mendesain konsep EXEM dalam strategi pemasarannya dengan menekankan pada unsur-uusur yang sesuai dengan produknya (sense dan produk), dan 3) menanggapi hal~hal yang diinginkan oleh banyak konsnmeu terhadap SKM ludomilk sehingga semakin berkesan di benak konsumen.

En el paso de una sociedad fordista hacia otra postfordista, la tarea constructiva
de la producción semiótica de la marca ha basculado de la marca-función a la marca-emoción. Para ello, ha tenido lugar, como condición de posibilidad previa a su mercantilización, un proceso de racionalización de las emociones advertido por Illouz y que corre parejo a los descritos por Weber en el ámbito de la organización del trabajo y por Adorno en el de la industria cultural. Lo que se ejemplifica analizando la mercantilización del tiempo de ocio y el turismo mediante la comercialización de lugares.

In the transition from a Fordist to a post-Fordist society, the constructive task of the semiotic production of the brand has tilted the functional-brand towards the emotional-brand. For this to occur, as a prerequisite prior to its commodification, a process of rationalization of the emotions described by Illouz has taken place, running parallel to those described by Weber in the sphere of organization of work, and by Adorno in the culture industry. This is exemplified by analyzing the commodification of leisure and tourism through the commercialisation of places.

Electronic Commerce (E-commerce) is the conduct of business activities using electronic data transmission technologies such as those used in the Internet and World Wide Web (WWW). There are different aspects of doing Ecommerce such as Business-to-Customer (B-C), Business-to-Business (B-B), Business –to-Government (B-G) and Customer-to-Customer (C-C). Now a days more and more people participate in E-commerce transactions. The main advantage of E-commerce is that people can save money and time. The financial volume of E-commerce transactions increased to billions of dollars today. People are more concerned about the security of transacting online. Since E-commerce transactions became very common, and the volume of transactions rose high, we need to strengthen the current security facilities. More or less, trust between the trading partners is also very important. Without trust, most people prefer to do traditional methods of doing business. Brands have got a major impact on any kind of business. Emotional brands tries to promote products/services based on emotional appeals of customers rather than specific service offered. Business usually creates an effective web presence to attract visitors and reflect positive images about the organizations among the potential customers.

Abstract
Purpose: Actually India is considered as a saving economy while the populace is slowly brand conscious due to change in the demographic variables such as the growing middle class, disposable income, identity, social value, etc. All the above mentioned parameters have given rise to brands in the FMCG sector. Brand loyalty is related to positive feelings regardless of changing perspectives in the environment towards purchasing brands repeatedly. Through positive word of mouth advocacy, brand loyalty can be demonstrated in many ways. Consumers are provided brand’s new and exciting developments to create a sense of belonging & commitment to engagement in a particular brand. Brand loyalty is a set of consumer behaviour to compel them to purchase repeatedly specific brand over time and committed to the same. Companies provide different offers to create brand loyalty like reward, loyalty programs, incentives, trials and brand ambassador.
Research Methodology: This paper discusses Emotional branding and clarified with assistance of primary data of 600 respondent size and secondary information through different examination paper and other valuable web material. Non-probability sampling method was used to collect the primary and the collected was analysed with the help of statistical tools. This study has examined the antecedents of emotional branding and its impact on brand loyalty which is comprised of service quality, satisfaction.
Findings: The Paper presents and endeavours to examine the idea of emotional branding by giving not many models, of enthusiastic brand measures. In this study through SEM, the relationship between the antecedents of emotional branding and brand loyalty have been examined and found that brand loyalty is influenced by the emotional branding.
Originality: It will help the companies to study consumer behaviour for emotional branding and giving end how emotional branding function as progress mantra for different brands to prevail in since quite a while ago run.
Keywords: Emotional branding, Brand Loyalty, Customer Loyalty, FMCG sector

Digitale Markenführung ist die Markenführung in digitalen Medien und mit digitalen Technologien. Digitale Medien und digitale Technologien tragen durch ihre Besonderheiten einzigartig zur gesamten Markenführung bei. Sie ermöglichen herausragende multisensorische Erlebnisse und steigern so den Markenwert. Dieses Buch zeigt Ihnen wie Sie starke Marken in den digitalen Medien professionell aufbauen und entwickeln.

Keeping in view of the possibility of false and misleading claims of food supplements that the corporate sector likely to make for monetary gains the U.S. Food and Drugs Administration, Federal Trade Commission, Europian Union Food Safety Authority, FSSA India and many other globally recognized food safety management agencies are held responsible to keep watch on such misleading food claims. In fact, millions of global population consume dietary supplements hoping to maintain better health. However, number of researches have been failed to demonstrate the efficacy of the supplements. If composition, quality and claims are found unreliable, the validity of research will remain questionable. It may be due to monitoring authorities and their regulatory loopholes that allow the producers and suppliers to use them for monetary gains, for which they claim the nutrient contents unreliably for health benefits. On the way they ignore side effects, health risk and warning of the researchers. Such malpractices made the global food market flooded with unhealthy supplements as a magical brand of super food in the name of emotional branding. Thus, on one hand dietary supplement frauds have been upheld from global agencies and industries and on the other hand there is a growing awareness about the public health threat. There are increasing consequences with the increasing consumption of such products. These products are classified as economically motivated adulteration. Dietary supplements fraud may cause greater public health threat than traditional dietary supplements safety issues. The purpose of this article is to provide comprehensive overview on the public health threat of dietary supplement frauds (DSF).

Digital branding is a demanding management task, requiring comprehensive attention to detail and the highest levels of expertise.
Digital branding means brand management in digital media and technologies. Employing its particular capabilities, digital branding seeks to raise the profile of the brand and to systematically shape it over the long term. Successful digital branding is not an isolated instance, but rather a piece of holistic brand management: visitors should experience digital offerings in the same way they experience the brand in television, radio and print.

This research has focused on identifying the impact of experience design elements in textiles shopping industry in Sri Lanka on the loyalty behavior of the customers. There were three independent variables: Functional experience, Sensory experience and Social experience which were used to categorize the experience design elements in a textiles shopping environment. Loyalty behavior was the dependent variable in this research which was affected by experience design elements. In the same time, two variables: Pleasure and Arousal mediated the relationship between experience design elements and loyalty behavior in the textiles shopping environment. As the results, functional experience, sensory experience and social experience has a direct but not a significant relationship with the loyalty behavior while pleasure and arousal mediates significantly the relationship between experience design elements and loyalty behavior.

This research has focused on identifying the impact of experience design elements in textiles shopping industry in Sri Lanka on the loyalty behavior of the customers. There were three independent variables: Functional experience, Sensory experience and Social experience which were used to categorize the experience design elements in a textiles shopping environment. Loyalty behavior was the dependent variable in this research which was affected by experience design elements. In the same time, two variables: Pleasure and Arousal mediated the relationship between experience design elements and loyalty behavior in the textiles shopping environment. As the results, functional experience, sensory experience and social experience has a direct but not a significant relationship with the loyalty behavior while pleasure and arousal mediates significantly the relationship between experience design elements and loyalty behavior.

ThispaperdiscussesinprofilingMalaysiankerisDNAandproperties,to identify the core values and to build emotionally sustainable heritage brand recognition with the Nostalgia Sentimental Values (NSV) towards product design. In this research, the researcher’s focus is to build an emotionally sustainable Malay heritage by profiling Malaysian keris DNA & properties as one of its core value towards nostalgic sentimental values in brand recognition. To do so, the research requires a focus on building characteristics from profiling Malaysian keris prop- erties and stories in tandem by designing a product itself. Hence, to establish Visual Branding Characteristic (VBC) as the core value of the product design where the abstract characteristic is part of the Malaysian Keris properties which can com- municate through aesthetic elements either semantically or syntactically as a Visual Brand Language (VBL) cohesively building its Nostalgic Sentimental Values (NSV) as the core values in brand recognition towards Malaysian products. Eventually, it can be used as a future reference and as a benchmarking guideline in branding Malaysian identity towards product design.