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Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing

Download or Read eBook Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing PDF written by Gupta, Monika and published by IGI Global. This book was released on 2022-12-09 with total page 317 pages. Available in PDF, EPUB and Kindle.
Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing
Author :
Publisher : IGI Global
Total Pages : 317
Release :
ISBN-10 : 9781668458990
ISBN-13 : 1668458993
Rating : 4/5 (90 Downloads)

Book Synopsis Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing by : Gupta, Monika

Book excerpt: Emotional impulses heavily influence the behavior of customers. Sensory marketing establishes an emotional connection between the company and the customers, thus yielding a positive response towards the brand. It has a strong influence not only on the perceptions but also on the choices of the customers. It assists the organizations in delivering a unique multisensory experience and capitalizes on new marketing opportunities. Therefore, businesses should carefully formulate sensory marketing strategies revolving around the details of offered product mix, prospective modes of communication, as well as point-of-sale actions. Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing provides strategies for approaching customers through their senses to better formulate effective sensory tactics. It strengthens the research in communicating brand image, enhancing brand recognition, generating brand loyalty, and increasing brand appeal through sensory marketing. Covering topics such as customer engagement, brand experience, and service quality, this premier reference source is an indispensable resource for business leaders and executives, marketing professionals, brand specialists, students and faculty of higher education, librarians, researchers, and academicians.


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