International Journal of Marketing and Business Communication

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Enlargement of Positioning Qualities:The Emotional Attribute


Affiliations
1 Department of Commerce, Periyar University, Salem, Tamil Nadu, India
2 Department of Commerce, Periyar University, Salem-636011, Tamil Nadu, India
     

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The term emotion is used to refer to a preparatory mind - set resulting from cognitive patterns learned from the events or thoughts, usually accompanied by a psychological process and manifested physically (gestures, postures, etc.). The emotional attachment to the product and brand could lead to more pleasure, happiness, trust, satisfaction, and a long lasting committing relationship. In marketing aspect, there is a need to motivate the consumers to have deep link and commitment toward the product or brand. This is possible through more emotional positioning for the product. The present article describes about the theoretical propositions and the features of four major theories of emotions, and relationship of these theories in marketing and the enrichment of the product. The emotional positioning triggers out the consumers' emotions towards the brand or product, which could in turn furnish a noteworthy impact of strong and long lasting attachment through the feeling of bonding, camaraderie and irresistible. The paper ends with the suitable examples of different brands in Indian concern, and a linked relationship with the emotional positioning dimensions of consumers and brands in the cutthroat market.

Keywords

Emotion Theory, Emotions, Positioning, Products, Brands.
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  • Enlargement of Positioning Qualities:The Emotional Attribute

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Authors

K. Prabhakar Rajkumar
Department of Commerce, Periyar University, Salem, Tamil Nadu, India
Mareena Abraham
Department of Commerce, Periyar University, Salem-636011, Tamil Nadu, India

Abstract


The term emotion is used to refer to a preparatory mind - set resulting from cognitive patterns learned from the events or thoughts, usually accompanied by a psychological process and manifested physically (gestures, postures, etc.). The emotional attachment to the product and brand could lead to more pleasure, happiness, trust, satisfaction, and a long lasting committing relationship. In marketing aspect, there is a need to motivate the consumers to have deep link and commitment toward the product or brand. This is possible through more emotional positioning for the product. The present article describes about the theoretical propositions and the features of four major theories of emotions, and relationship of these theories in marketing and the enrichment of the product. The emotional positioning triggers out the consumers' emotions towards the brand or product, which could in turn furnish a noteworthy impact of strong and long lasting attachment through the feeling of bonding, camaraderie and irresistible. The paper ends with the suitable examples of different brands in Indian concern, and a linked relationship with the emotional positioning dimensions of consumers and brands in the cutthroat market.

Keywords


Emotion Theory, Emotions, Positioning, Products, Brands.

References