Emotional branding: the new paradigm of relationship management with customers

Arthur V. Kuchumov, Alexandra V. Tchaikovsky (), Marina V. Voloshinova and Yulia M. Boikova
Additional contact information
Arthur V. Kuchumov: St. Petersburg State University of Economics
Alexandra V. Tchaikovsky: Saint-Petersburg State University of Industrial Technologies and Design
Marina V. Voloshinova: St. Petersburg State University
Yulia M. Boikova: St. Petersburg State University of Civil Aviation

Economic Consultant, 2019, vol. 27, issue 3, 19-26

Abstract: In the era of consumption, when people strive to improve their standard of living, there is a huge amount of goods that coexist with each other in a highly competitive environment. To survive in the competition, firms resort to all sorts of tricks that help attract the buyer, and then keep him. With the advent of a wide range of goods and services, manufacturers began to use not only logos for recognition, but also a verbal positive load in order for a product or service to enjoy the trust and favor of consumers. The purpose of the study is to justify and clarify the concept of «emotional branding». The work uses the method of emotional branding, which is based on the achievements of sociology, psychology, management, etc. This allows to evaluate the needs and desires of consumer from different sides, and, accordingly, satisfy them primarily at the emotional level. Manufacturers began to pay great attention to the packaging of goods, in order for the consumer to become their loyal customer and return for shopping again and again. As a result of the study, three features of emotional branding were formed. Today, emotional branding is not sufficiently developed in Russia. It has a weak scientific base and receives a lot of criticism, as it is a kind of manipulation of the human subconscious. However, emotional branding and its techniques are widely used throughout the world.

Keywords: management; consumer; consumer desires; branding; emotional branding; marketing (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://gossovetnik.files.wordpress.com/2019/08/190303.pdf Full text (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ris:statec:0021

Access Statistics for this article

Economic Consultant is currently edited by Roman I. Ostapenko

More articles in Economic Consultant from Scientific and Educational Initiative LLC
Bibliographic data for series maintained by Roman I. Ostapenko ().