Emotional Marketing as a Strategy of Relational Marketing

Maruntelu Carmen Liliana () and Dumitrascu Elena ()
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Maruntelu Carmen Liliana: “Ovidius” University of Constanta,
Dumitrascu Elena: “Ovidius” University of Constanta,

Ovidius University Annals, Economic Sciences Series, 2012, vol. XII, issue 1, 1037-1040

Abstract: Nowadays, emotional factors are important as classic functional aspects of customerpurchasing behaviour. A new concept of marketing has emerged in the marketing domain: emotional marketing. Emotional marketing is the ability to communicate powerfully through the use of different techniques that evoke emotion. There have been psychological studies on the importance of emotions in every stage of decision-making in purchasing processes. Emotions play a key role in any kind of social or business decision. The emotions are manifested in verbal, facial and textual expressions. In the paper emotional factors are outlined. They are very important for business goals.

Keywords: emotions; emotional marketing; emotional factors. (search for similar items in EconPapers)
JEL-codes: Z00 (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xii:y:2012:i:12:p:1037-1040

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