International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

A Study of Gender-Wise Perceptions towards the Antecedents of Emotional Branding and Their Linkages with Brand Loyalty, with Special Reference to the Indian FMCG Sector


Affiliations
1 Research Scholar, Banasthali Vidyapith, Vanasthali, Rajasthan, India
2 Associate Professor, Banasthali Vidyapith, Vanasthali, Rajasthan, India
     

   Subscribe/Renew Journal


Consumers have a tendency to shift their loyalty from one brand to another on the basis of relevancy of the products and the need to gain better satisfaction. So marketers need to arouse their interests in specific brands by using the tool of emotional branding. Emotional branding touches the emotional nerves of consumers and creates a linkage between the brand and the purchase decision of consumers. Morrison and Crane (2007) defined ‘emotional branding’ as an engagement of consumers with the brands emotionally, having a deep, intense, and long-term intimate relation. Emotional Branding appeals directly to a consumer’s emotions, needs, and ambitions for building the image of the brand. Marketers aim to trigger an emotional response among consumers with emotional branding. They can create a bond by provoking emotions which disrupt traditional consumer decision-making preferences. In this study, the gender-wise (male and female separately) perception towards the antecedents of emotional branding, like brand passion, brand trust, brand personality, and so on have been measured, while linking them towards brand loyalty for FMCG products.

Keywords

Brand Loyalty, Emotional Branding, Branding, Emotions, Perception
Subscription Login to verify subscription
User
Notifications
Font Size


  • Aaker, D. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press

  • Aaker, D. (1990). Brand extensions: The good, the bad and the ugly. Sloan Management Review, 4, 47-56.

  • Aaker, D. A. (1991). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.

  • Aaker, J. (1997). Dimensions of brand personality. Journal of Marketing Research, 8, 347-356.

  • Aaker, D., & Keller, K. (1993). Interpreting cross-cultural replications of brand extension research. International Journal of Research in Marketing, 1, 55-59.

  • Aaker, D., & Keller, K. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 1, 27-41.

  • Ahuvia, A., Batra, R., & Bagozzi, R. (2008). Brand love: Towards an integrative model. In A. Y. Lee & D. S.

  • Duluth (Eds.), NA - Advances in Consumer Research (vol. 35, pp. 176-180). MN: Association for Consumer Research.

  • Akgun, A. E., Koçoğlu, I., & İmamoğlu, S. Z. (2013). An emerging consumer experience: Emotional branding.9th International Strategic Management Conference.Procedia - Social and Behavioral Sciences, 99, 503-508.

  • Blackston, M. (1995). The qualitative dimension of brand equity. Journal of Advertising Research, 35(4).

  • Chakraborty, S. (2016). An exploratory study on Indian young consumers’ consumption. The underlying relationship of interpersonal influence, brand image, brand consciousness and demographic components with brand purchase decision. International Journal of Current Engineering & Technology, 6(2), 111-119.

  • Sarkar, A., & Sreejesh, S. (2014). Examination of the roles played by brand love and jealousy in shaping customer engagement. Journal of Product & Brand Management, 23(1), 24-32.

  • Delgado-Ballester, E., & Munuera-Alemán, J. L. (2001).Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238-1258.

  • Castillo, F. G. (2018). The power of emotional branding towards brand identity. Journal of Business and Management (IOSR-JBM), pp. 79-84.

  • Gobe, M. (2001). The new paradigm for connecting brands to people. New York: Allworth Press.

  • Gurviez, P. (1996). The trust concept in the brandconsumer relationship. In J. Beracs & J. Simon (Eds.), EMAC Proceedings Annual Conference, European Marketing Academy, Budapest (pp. 559-574).

  • Heilbrunn, B. (1995). My brand the hero? A semiotic analysis of the customer-brand relationship. In M. Bergadaa (Ed.), EMAC Proceedings Annual Conference, European Marketing Academy, Paris (pp.

  • -71).

  • Lassar, W., Banwari, M., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19.

  • Leahy, R. (2018). Brand loyalty in fast moving consumer good markets: The role of bonds. International Journal of Business and Management, 3(12), 7-19.

  • Morrison, S., & Crane, F. G. (2007). Building the service brand by creating and managing an emotional brand experience. Brand Management, 14(5), 410-421.

  • Phau, I., & Lau, K. C. (2000). Conceptualising brand personality: A review and research propositions. Journal of Targeting, Measurement and Analysis for Marketing, 9, 52-69. doi:10.1057/palgrave.jt.5740005

  • Thompson, C. J., Rindfleeisch, A., & Arsel, Z. (2006). Emotional branding and the strategic value of the doppelganger brand image. Journal of Marketing, 50-64.


Abstract Views: 201

PDF Views: 0




  • A Study of Gender-Wise Perceptions towards the Antecedents of Emotional Branding and Their Linkages with Brand Loyalty, with Special Reference to the Indian FMCG Sector

Abstract Views: 201  |  PDF Views: 0

Authors

Peeyush Mittal
Research Scholar, Banasthali Vidyapith, Vanasthali, Rajasthan, India
Peeyush Bangur
Associate Professor, Banasthali Vidyapith, Vanasthali, Rajasthan, India

Abstract


Consumers have a tendency to shift their loyalty from one brand to another on the basis of relevancy of the products and the need to gain better satisfaction. So marketers need to arouse their interests in specific brands by using the tool of emotional branding. Emotional branding touches the emotional nerves of consumers and creates a linkage between the brand and the purchase decision of consumers. Morrison and Crane (2007) defined ‘emotional branding’ as an engagement of consumers with the brands emotionally, having a deep, intense, and long-term intimate relation. Emotional Branding appeals directly to a consumer’s emotions, needs, and ambitions for building the image of the brand. Marketers aim to trigger an emotional response among consumers with emotional branding. They can create a bond by provoking emotions which disrupt traditional consumer decision-making preferences. In this study, the gender-wise (male and female separately) perception towards the antecedents of emotional branding, like brand passion, brand trust, brand personality, and so on have been measured, while linking them towards brand loyalty for FMCG products.

Keywords


Brand Loyalty, Emotional Branding, Branding, Emotions, Perception

References