A LITERATURE REVIEW ON EMOTIONAL BRANDING AND ITS ANTECEDENTS

Arundathi, K L, M Ganesh Babu and S Gokula Krishnan ()
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Arundathi, K L: University of Mysore
M Ganesh Babu: Srishti College of Commerce & Management, Bengaluru.
S Gokula Krishnan: GAT - Global Academy of Technology, Bengaluru

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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.

Keywords: Emotional Branding; Brand Equity; Brand Awareness; Brand Association; Brand Loyalty; Perception of Quality (search for similar items in EconPapers)
Date: 2023-06
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Published in SOUTH INDIA JOURNAL OF SOCIAL SCIENCES, 2023, 21 (39), pp.26-33

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