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A Literature Review On Emotional Branding And Its Antecedents

Author

Listed:
  • Arundathi, K L

    (University of Mysore)

  • M Ganesh Babu

    (Srishti College of Commerce & Management, Bengaluru.)

  • S Gokula Krishnan

    (GAT - Global Academy of Technology, Bengaluru)

Abstract

Emotional branding is the process of creating an association between a consumer and a product or brand by stimulating their emotions. Marketers achieve this by creating content that appeals to the consumer's emotional state, ego, needs, and aspirations. In the field of marketing literature, emotional branding has attracted very few contributions on definitions, factors, and conceptual frameworks which are difficult to understand. The purpose of this paper is to explore and enhance constructs of emotional branding by explaining its definition, its applications and how it differentiates from other relevant concepts. A review on emotional branding has been conducted and the articles published between 2006 to 2022 were chosen for the systematic analysis. Based on the analysis, research gaps in the existing literature and constructs were found and this paper proposed a unique conceptual framework on emotional branding.

Suggested Citation

  • Arundathi, K L & M Ganesh Babu & S Gokula Krishnan, 2023. "A Literature Review On Emotional Branding And Its Antecedents," Post-Print hal-04850931, HAL.
    • Handle: RePEc:hal:journl:hal-04850931
    Note: View the original document on HAL open archive server: https://hal.science/hal-04850931v1
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    References listed on IDEAS

    as
    1. Salman Majeed & Changbao Lu & Muhammad Usman, 2017. "Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior," Frontiers of Business Research in China, Springer, vol. 11(1), pages 1-25, December.
    2. Sindy Liu & Patsy Perry & Gregory Gadzinski, 2019. "The implications of digital marketing on WeChat for luxury fashion brands in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 395-409, July.
    3. Hadiqa Riaz & Hassaan Ahmed & Dr. Saima Akhter & Mudassir Hussain, 2017. "The Impact of Emotional Branding in Customer Buying Behavior in Soft Drink Beverage Industry of Pakistan," KASBIT Business Journals (KBJ), Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 10, pages 131-150, December.
    4. Baumann, Chris & Hamin, Hamin & Chong, Amy, 2015. "The role of brand exposure and experience on brand recall—Product durables vis-à -vis FMCG," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 21-31.
    5. Methaq Ahmed Sallam, 2016. "The Impact of Brand Image and Corporate Branding on Consumer¡¯s Choice: The Role of Brand Equity," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(1), pages 98-106, February.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Emotional Branding; Brand Equity; Brand Awareness; Brand Association; Brand Loyalty; Perception of Quality;
    All these keywords.

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