Brand Perception: An Emotional Approach - Softcover

Rajai, Ravi; Modi, Vasudev

 
9786206146728: Brand Perception: An Emotional Approach
Softcover
ISBN 10: 6206146723 ISBN 13: 9786206146728
Verlag: LAP LAMBERT Academic Publishing, 2023

Inhaltsangabe

Emotions stimulate minds faster than the rational thoughts. Consumer behavior can be easily driven by use of effective emotions. Rational thoughts lead to interest by effective use of emotions leads to sales. Rational marketing tends to focus on more of utility and informative methods where as emotional marketing tends to connect with the emotions of the consumer. The emotional branding strategy not tends to attack the wallet of the consumer but it rather tries to make an emotional connection with him which has a strong and long lasting impact on the minds and heart of the consumer which helps in perpetual brand loyalty. Positive emotional appeals in advertising helps in arousing brand interest and to increase brand recalling but Negative emotional appeals also evokes excitement and temptations to use the product and induces to make purchase decisions.

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Über die Autorin bzw. den Autor

Dr. Ravi Rajai is acting as an Assistant Professor in Maharanishri Nandkunverba Mahila Arts & Commerce College, Bhavnagar GujaratProf. Dr. Vasudev Modi is acting as a Professor Dept. of Commerce, Maharaja Krishnakumarsinhji Bhavnagar University, Bhavnagar Gujarat.

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Verlag
LAP LAMBERT Academic Publishing
Erscheinungsdatum
2023
Sprache
Englisch
ISBN 10 
6206146723
ISBN 13 
9786206146728
Einband
Taschenbuch
Anzahl der Seiten
112
Kontakt zum Hersteller
preigu GmbH & Co. KG
mail@preigu.de

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