Driving customer appeal through the use of emotional branding

Driving Customer Appeal Through the Use of Emotional Branding Ruchi Garg BML Munjal University, India Ritu Chhikara BML Munjal University, India Tapan Kumar Panda BML Munjal University, India Aarti Kataria Management Development Institute, India A volume in the Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series Published in the United States of America by IGI Global Business Science Reference (an imprint of IGI Global) 701 E Chocolate Avenue Hershey PA, USA 17033 Tel: 717-533-8845 Fax: 717-533-8661 E-mail: cust@igi-global.com Web site: http://www.igi-global.com Copyright © 2018 by IGI Global All rights reserved No part of this publication may be reproduced, stored or distributed in any form or by any means, electronic or mechanical, including photocopying, without written permission from the publisher Product or company names used in this set are for identification purposes only Inclusion of the names of the products or companies does not indicate a claim of ownership by IGI Global of the trademark or registered trademark Library of Congress Cataloging-in-Publication Data Names: Garg, Ruchi, 1985- editor Title: Driving customer appeal through the use of emotional branding / Ruchi Garg, Ritu Chhikara, Tapan Kumar Panda, and Aarti Kataria, editors Description: Hershey, PA : Business Science Reference, [2018] Identifiers: LCCN 2017012412| ISBN 9781522529217 (hardcover) | ISBN 9781522529224 (ebook) Subjects: LCSH: Branding (Marketing) Psychological aspects | Brand name products Psychological aspects | Product management Psychological aspects Classification: LCC HF5415.1255 D75 2018 | DDC 658.8/27 dc23 LC record available at https://lccn.loc.gov/2017012412 This book is published in the IGI Global book series Advances in Marketing, Customer Relationship Management, and EServices (AMCRMES) (ISSN: 2327-5502; eISSN: 2327-5529)  Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series Eldon Y Li National Chengchi University, Taiwan & California Polytechnic State University, USA Mission ISSN:2327-5502 EISSN:2327-5529 Business processes, services, and communications are important factors in the management of good customer relationship, which is the foundation of any well organized business Technology continues to play a vital role in the organization and automation of business processes for marketing, sales, and customer service These features aid in the attraction of new clients and maintaining existing relationships The Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series addresses success factors for customer relationship management, marketing, and electronic services and its performance outcomes This collection of reference source covers aspects of consumer behavior and marketing business strategies aiming towards researchers, scholars, and practitioners in the fields of marketing management Coverage • • • • • • • • • • E-Service Innovation B2B marketing Text Mining and Marketing Customer relationship management Cases on CRM Implementation Relationship marketing Social Networking and Marketing Electronic Services Ethical Considerations in E-Marketing Cases on Electronic Services IGI Global is currently accepting manuscripts for publication within this series To submit a proposal for a volume in this series, please contact our Acquisition Editors at Acquisitions@igi-global.com or visit: http://www.igi-global.com/publish/ The Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series (ISSN 2327-5502) is published by IGI Global, 701 E Chocolate Avenue, Hershey, PA 17033-1240, USA, www.igi-global.com This series is composed of titles available for purchase individually; each title is edited to be contextually exclusive from any other title within the series For pricing and ordering information please visit http://www.igi-global.com/book-series/advances-marketing-customer-relationship-management/37150 Postmaster: Send all address changes to above address Copyright © 2018 IGI Global All rights, including translation in other languages reserved by the publisher No part of this series may be reproduced or used in any form or by any means – graphics, electronic, or mechanical, including photocopying, recording, taping, or information and retrieval systems – without written permission from the publisher, except for non commercial, educational use, including classroom teaching purposes The views expressed in this series are those of the authors, but not necessarily of IGI Global Titles in this Series For a list of additional titles in this series, please visit: www.igi-global.com/book-series Driving Traffic and Customer Activity Through Affiliate Marketing Surabhi Singh (Jaipuria School of Business, India) Business Science Reference • copyright 2018 • 232pp • H/C (ISBN: 9781522526568) • US $175.00 (our price) Encouraging Participative Consumerism Through Evolutionary Digital Marketing Emerging Research and Opportunities Hans Ruediger Kaufmann (University of Nicosia, Cyprus) and Agapi Manarioti (The Brand Love, Cyprus) Business Science Reference • copyright 2017 • 222pp • H/C (ISBN: 9781683180128) • US $160.00 (our price) Strategic Marketing Management and Tactics in the Service Industry Tulika Sood (JECRC University, India) Business Science Reference • copyright 2017 • 393pp • H/C (ISBN: 9781522524755) • US $210.00 (our price) Narrative Advertising Models and Conceptualization in the Digital Age Recep Yılmaz (Ondokuz Mayis University, Turkey) Business Science Reference • copyright 2017 • 360pp • H/C (ISBN: 9781522523734) • US $205.00 (our price) Socio-Economic Perspectives on Consumer Engagement and Buying Behavior Hans Ruediger Kaufmann (University of Applied Management Studies Mannheim, Germany & University of Nicosia, Cyprus) and Mohammad Fateh Ali Khan Panni (City University, Bangladesh) Business Science Reference • copyright 2017 • 420pp • H/C (ISBN: 9781522521396) • US $205.00 (our price) Green Marketing and Environmental Responsibility in Modern Corporations Thangasamy Esakki (Nagaland University, India) Business Science Reference • copyright 2017 • 294pp • H/C (ISBN: 9781522523314) • US $180.00 (our price) Promotional Strategies and New Service Opportunities in Emerging Economies Vipin Nadda (University of Sunderland, UK) Sumesh Dadwal (Northumbria University, UK) and Roya Rahimi (University of Wolverhampton, UK) Business Science Reference • copyright 2017 • 417pp • H/C (ISBN: 9781522522065) • US $185.00 (our price) Strategic Uses of Social Media for Improved Customer Retention Wafaa Al-Rabayah (Independent Researcher, Jordan) Rawan Khasawneh (Jordan University of Science and Technology, Jordan) Rasha Abu-shamaa (Yarmouk University, Jordan) and Izzat Alsmadi (Boise State University, USA) Business Science Reference • copyright 2017 • 311pp • H/C (ISBN: 9781522516866) • US $180.00 (our price) 701 East Chocolate Avenue, Hershey, PA 17033, USA Tel: 717-533-8845 x100 • Fax: 717-533-8661 E-Mail: cust@igi-global.com • www.igi-global.com Table of Contents Preface xv Section Introduction to Emotional Branding Chapter MultisensoryBrandExperiencesandBrandLove:MythorReality? Clarinda Rodrigues, Linnaeus University, Sweden Chapter Brandingin2025:ADawnofaNewEra 22 Kay G Segler, Nanyang Technological University, Singapore Chapter BenchmarkAcademyStudyTiesCustomerExperiencetoEmotionalBranding:AUniversityof PhoenixCenterforLeadershipStudiesandEducationalResearchAssessment 41 Erik P Bean, University of Phoenix, USA Chapter CultivatingEmotionalBrandingThroughCustomerExperienceManagement:FromtheHolistic ExperiencePerspective 55 Shivani Saini, Dr B R Ambedkar National Institute of Technology, India Jagwinder Singh, Dr B R Ambedkar National Institute of Technology, India Section Relationship Branding and Branding Relationships Chapter Consumer-BrandRelations:AnInvestigationIntotheConceptofBrandHate 73 Ruchi Garg, BML Munjal University, India Ritu Chikkara, BML Munjal University, India Himanshu Suman, Hero Motocorp, India Shashan Pande, Axis Bank, India Rahul Sharan, Hero Motocorp, India Tapan Panda, Jindal Global Business School, India   Chapter AnExaminationofDeterminantsandConsequencesofEmotionalAttachmentforLowCostand PremiumServiceBrands 85 Pinar Yildirim, Istanbul Bilgi University, Turkey Asli Elif Aydin, Istanbul Bilgi University, Turkey Jansanem Jular Ozfidan, TOBB University of Economics and Technology, Turkey Section Emotional Branding and Marketing Mix Chapter InfluenceofMarketingMixDecisionsonEmotionalBrandingandItsEffectonCustomer Appeal 107 Rahul Gupta Choudhury, International Management Institute, India Chapter ExperientialMarketingasaToolforEmotionalBrandBuilding 125 Havish Madhvapaty, Amity University, India Anupama Rajesh, Amity University, India Section Elements of Emotional Branding Chapter BuildingEmotionalBrandPersonalities:AnthropomorphizedBrands 151 Esra Güven, Celal Bayar University, Turkey Volkan Yakın, Abant Izzet Baysal Universit, Turkey Chapter 10 BrandAnthropomorphism:CollegiateMascotsandSocialMedia 171 Tamara L Wandel, University of Evansville, USA Section Branding Process Chapter 11 TheEmotionalBrandingProcess 195 Manaswini Acharya, Auronya College, India Chapter 12 AConsumer-BasedBrandingProcess 209 Orhan Duman, Uludag University, Turkey Chapter 13 EmotionalBrandingasaStrategyinPromotingCustomerLoyalty 225 Chandra Sekhar Patro, GVP College of Engineering (Autonomous), India Madhu Kishore Raghunath Kamakula, NIT Warangal, India  Section Emotional Branding Strategy Chapter 14 LeveragingReputationforProductInnovationThroughStrategicCo-Branding 248 Christian Linder, Free University of Bozen-Bolzano, Italy Sonja Christina Sperber, International School of Management (ISM), Germany Chapter 15 BrandRevitalization:ReconnectingEmotionally 262 Sabeeha Fatma, Amity University, India Chapter 16 EmotionalBrandingThroughCelebrityEndorsements 273 Kopal Agrawal Dhandhnia, Indian Institute of Management Ahmedabad, India Sanjeev Tripathi, Indian Institute of Management Indore, India Section Contemporary Issues in Emotional Branding Chapter 17 EmotionalBrandingandSocialMedia:PositiveandNegativeEmotionalAppeals 289 Nicholas Mathew, Cleveland State University, USA Ashutosh Dixit, Cleveland State University, USA Chapter 18 UnderstandingDoppelgängerBrandImage:TheDarkerSidetoEmotionalBranding 303 Sakhhi Chhabra, Management Development Institute, India Compilation of References 312 About the Contributors 358 Index 364 Detailed Table of Contents Preface xv Section Introduction to Emotional Branding Chapter MultisensoryBrandExperiencesandBrandLove:MythorReality? Clarinda Rodrigues, Linnaeus University, Sweden Inthischapter,theauthorexaminesthemostimportantresearchinthefieldofsensorymarketing,brand equityandbrandlove,thathasbeenpublishedoverthepastthirtyyears.Firstly,theauthoraccountsfor thesignificanceofthefivesensesandsensorymarketingwhichisregardedasanewmarketingparadigm forthe21stcentury.Secondly,brandequityisdiscussedasamultidimensionalconcept,highlighting thepivotalroleofemotionalandsensoryassociationsincreatingapositivebrandimageandstrong brandequity.Thirdly,brandloveisanalysedasanemergingbrand-relationshipconceptinthefieldof experientialconsumption.Fourthly,thesignificanceofmultisensorybrandexperiencesisdiscussedasa meansofmakingbrandsstandoutinacompetitiveenvironmentandinducingfeelingsoflovetowardsa brand.Finally,brandsensorialityispointedoutascentraltoconveyingexperientialbrandvaluesthrough multisensorybrandexperiences,inseveralencounters Chapter Brandingin2025:ADawnofaNewEra 22 Kay G Segler, Nanyang Technological University, Singapore Thischapterdevelopsaviewonbrandmanagementintheyear‘2025’.Authorproposedthreemainlevers ofchange:technology,society,andcustomerbehavior.Theseleversinfluencethe“corporatesystem” inwhichcompaniesandotherorganizationsoperate.Authorfurtherproposedtensuggestionswhich couldemployforbrandmanagementin2025.Theseare:1.Developmentofstrongerbrandmessages, 2.Importanceofsound,movement,andanimationinbranding,3.Continuousevolutionofbrands,4. Sub-brandsasakeytoemotionalizecustomerperception,5.Needtointeractmorewithstakeholders,6. Creationof‘permissiontouseandown’aproduct,7.Alignmentofindividualproduct/companybrands withumbrellabrand8.Globalizationofbrands,9.NeedtokeepB2CbusinessalongwithB2Bbusiness, 10.InvestmentintobrandingbyB2Bcompanies    Chapter BenchmarkAcademyStudyTiesCustomerExperiencetoEmotionalBranding:AUniversityof PhoenixCenterforLeadershipStudiesandEducationalResearchAssessment 41 Erik P Bean, University of Phoenix, USA Howdoacademiesusecustomerexperience(CX)leadershiptheory?Howdotheyemployandmeasure it?Howisemotionalbrandingrelatedtocustomerexperience?Nomatterhowrigoroushighereducation programsbecome,understandingthestudentandfacultycustomerexperiencecanhavemanypositive effects.Staffandfacultyneedtounderstandhowtocreatemeaningfulstudentinteractionsleadingto loyaltythatcanfosternetworkingopportunitiesforstudentsuccessthroughouttheschool’sprospective, current,andalumninetwork.AcontentanalysisandbriefsurveywasemployedtoexamineaUniversity ofPhoenixresearchcenterWebsiteiterationtodefinethecustomerpersonasofdissertationchairs,its largestcustomerswhoutilizetheCenterforLeadershipStudiesandEducationalResearch(CLSER) centerforguidancetoformulateresearchstudiesgearedtowardspublication.Thesecustomers(knownas affiliates)alsoweremeasuredwhethertheybelievedthatimplicitpromisesmadewerekept,anecessity ofpurposefulCXstrategyandthatsignifiesthedegreeofemotionalconnection Chapter CultivatingEmotionalBrandingThroughCustomerExperienceManagement:FromtheHolistic ExperiencePerspective 55 Shivani Saini, Dr B R Ambedkar National Institute of Technology, India Jagwinder Singh, Dr B R Ambedkar National Institute of Technology, India Emotionalbrandingpromotescustomer’slong-lastingpsychologicalattachmenttoabrand.Customer experienceswithproductsandservicestriggeremotionalresponses.Therefore,customerexperience managementisimperativeforgeneratingpleasantemotions.Yetthedeliveryofcustomerexperiencesis viewedinaholisticmanner.Customerexperiencemanagementcanbeeffectivelyintegratedintoabrand strategytodrivecustomers’positivebehaviouralandattitudinalintentions.Thecustomerexperiences playapivotalroleinthegenerationofpositiveemotions.Adoptinganappropriatecombinationand priorityofexperienceelementsisessentialtocreatecustomersatisfaction,trust,andcommitmentin order to develop true loyalty. 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Zhou,Z.,Zhang,Q.,Su,C.,&Zhou,N.(2012).Howdobrandcommunitiesgeneratebrandrelationships?Intermediate mechanisms.Journal of Business Research,65(7),890–895.doi:10.1016/j.jbusres.2011.06.034 Zohra,G.(2011).Theroleoftheemotionfelttowardsabrandinthedevelopmentofthebehaviourofloyalty:AnapplicationinthesectorofmobilephonesinTunisia.African Journal of Marketing Management,3(8),168–177 Zolli,A.(2004).RIP.MIX.BRAND.American Demographics,26,9 Zorfas,A.,&Lemmoon,D.(2016,August29).Anemotionalconnectionthatmattersmorethansatisfaction.Harvard Business Review 357 358 About the Contributors Ruchi GargisassistantprofessoratBMLMunjalUniversity,Gurgaon.SheispursuingherfellowshipinmanagementfromManagementdevelopmentInstitute,Gurgaon.HerresearchinterestsareBrand Love,Consumerbrandrelationship,sustainabilitycommunicationandconsumerbehaviour Tapan PandaisanalumnusofUniversityofHouston,USA,wherehecompletedanMBAinGlobal Energy.HeholdsaPhDinBusinessAdministration.Hehasworkedasafull-timefacultymemberat3 IIMs–Lucknow,KozhikodeandIndore.HehasalsoofficiatedasDirector,IndianInstituteofManagement,IndorebeforejoiningEveronnEducationLimited(aBSEandNSElistedcompany)asitspresident -marketing&corporateaffairs.Hehasmorethantwentyyearsofacademicexperienceinmarketing, brandingandcustomerrelationshipmanagement.HewasalsoDirectoratGreatLakesInstituteofManagement,Chennai.HehasvisitedC.T.BauerCollege,UniversityofHouston,Texas,USA;Universityof Cincinnati,Ohio,USA;FudanUniversity,Shanghai,China;onvisitingacademicassignments.Hehas trainedpeoplefromreputedorganizationslikeONGC,GAIL,SAIL,EIL,HUL,LG,AXISBank,and TVSMotors.HeisamemberofAmericanMarketingAssociation(AMA),NationalBoardofAccreditation(NBA),andAIMA.Hehaspublishedextensivelyinreputednationalandinternationaljournalsand presentedininternationalconferencesacrosstheworld.Hehasmorethan50researchpapersand16books tohiscredit.Hisbooksinclude:SalesandDistributionManagement(OxfordUniversityPress),MarketingManagement(ExcelBooks),TourismManagement(OrientLongman).Heisaregularcontributor tobusinessnewspapersandmagazines;andhasparticipatedinCNBCandZeeBusinessprogrammes *** Manaswini Acharya isaProfessorofMarketingandtheDeanofSchoolofBusinessandEconomics atAuronyaCollegePondicherryIndia.EarliershewasaProfessorofMarketingandDean(Placements andCorporateRelations)attheInternationalManagementInstitute,NewDelhi.Withmorethantwo decadesofteaching,training,consultingandresearchexperienceacrosstheglobeatinstitutionsofrepute like:MICAAhmedabad,NIRMAAhmedabad,andIMTNagpur.Asa‘FulbrightScholar’shedidher doctoralresearchatUniversityofVirginia,CharlottesvilleandSouthernIllinoisUniversity,Carbondale US.ShespecializesinSemiotics,SocialmediaandBrandmanagement,etc.ShealsotaughtatIIM AhmedabadandLucknow,NIFT-Ahmedabad,DepartmentofSemioticsAarhusUniversityDenmark, UniversityofTexasAustin,SouthernIllinoisUniversityCarbondale,etc   About the Contributors Asli Elif AydinearnedherPh.D.inMarketingatBogaziciUniversity,Istanbul,Turkeyin2013.CurrentlysheisanassistantprofessoratIstanbulBilgiUniversity,Istanbul,Turkey.Herprimaryresearch interestsareinconsumerdecisionmakingandbrandmanagement Erik Beanisarecognizedleaderincustomerexperiencestrategicplanningandmeasurement.He guidescompaniesandinstitutionsofallsizestoimproveandinnovatetheirwrittenandvisualinteractions tooptimizethecustomerexperience.ThecustomerexperienceaccordingtoBeanisastrategicallyand purposefullydrivenmethodtoengageprospectsandcustomerssomuchsothatactivitiesarememorable,arerewarding,andthatthesenseofloyaltyfeltleadstocompanyendorsementsandadvocacy. Thisrepresentsthecustomeremotionaltieintothebrand.ErikBeanisalsotheauthorofseveralbooks aboutapplyingsocialmediaandsoftwaretechnologytoimprovelearningexperience,efficiencyand outcomes.Asascholar,Erikholdsadoctorateineducationwithsponsoredresearchinterestsinimmediacyandcustomerexperience.HeisanassociateprofessorofartsandhumanitiesatAmericanPublic UniversityandassociateuniversityresearchchairattheCenterforLeadershipStudiesandEducational Research(CLSER)attheUniversityofPhoenixandregularlyteachesenterprisemarketingandbusiness communicationsintheDetroit-metroareaandonline.Erikbeganworkingoncustomerexperience(CX) withJeofreyBean,whosebest-sellingCXbooks,TheCustomerExperienceRevolutionandCustomer ExperienceRules,havere-writtenthefocusofCXbestpractices,designandmeasurement.NowErik,as aUniversityofPhoenixassociateresearchchair,istestingthepracticesofthebestinCustomerExperienceandapplyingthemtoschoolsandinstitutionswhomustcompetemoreeffectivelywithastudent customerexperiencethatisdifferent,betterandmorelucrative Sakhhi ChhabraisaFellowProgrammeScholar(Marketing)fromMDIGurgoan.Beforejoining FPMprogramme,shecompletedherMastersdegreeinmarketingfromUniversityofManchester.She haspublishedmanyarticles,casesandbookchapters.Shehasbeenactivelyparticipatinginacademic conferencesandpresentedherworkatnationalandinternallevel.Ms.Chhabrahasakeeninterestin digitalmarketingandconsumerbehavior Rahul Gupta ChoudhuryisachemicalengineerfromNIT,Durgapur,India(1987).Heisapost graduate(MBA)fromIIM,Lucknow,India(1989).Afterthatheworkedinthecorporatesectorfor 14years,risingtothegeneralmanagerlevel.Duringthisperiod,heworkedinmultinationalsandvery large corporate establishments. He was also a Fulbright scholar from Carnegie Mellon University, Pittsburgh,USA.Thenheshiftedtoacademics,teachingintopprivatebusinessschoolsinIndia.Simultaneously,hedidhisPh.D.fromAllianceUniversity,Bangalore,India(2011-2016).Hehasnow beeninacademicsforthelast14years.Heisquiteactiveinresearchandhaspublishedsixteenpapers inreputednationalandinternationaljournals.Somemorepapersareonthevergeofgettingpublished. Hehasparticipatedinfivenational/internationalconferencesinIndiaandabroad.Hehasalsobeenthe recipientofBestFacultyAwardsofar Kopal Agrawal Dhandhniahas8yearsofworkexperienceinresearch,bothinindustryandacademics.HaveextensivelyworkedonvariousbrandresearchlikeCoca-Cola,Airtel,Cargil,andGeneral Mills.HaveworkedonacademicpapersandcasestudiesforIIMA 359 About the Contributors Orhan DumancompletedhisPh.D.atUludagUniversityin2016.Hecompletedhisgraduatestudyat StrayerUniversityin2004.Hisresearchinterestslieintheareaofconsumerbehaviorsandinternational trade.Inrecentyears,hehasfocusedonconsumerorientedbranding Sabeeha Fatmaisanassistantprofessor,marketing,amitybusinessschool,amityuniversity,uttar Pradesh Esra GüvenisalecturerattheUniversityofManisaCelalBayarinTurkey.SheholdsaPhDonthe impactofsocialmediaonconsumerdecision-makings.Hercurrentinterestsincludemarketingcommunications,consumerbehavioursandconsumercommunicationsinsocialmedia.Ph.Dr.EsraGuven istheauthorofseveralnationalandinternationalpapersandthemarketingadvisoroftheAssociation ofStrategicResearchesinTurkey.Theauthorstillgiveslecturesonmarketing,marketingresearches, modernbusiness,humanresourcesatManisaCelalBayarUniversity Jan Sanem Jularisworkingasapart-timelectureratTOBBETUUniversity.PreviouslyDr.Jular wasAssistantProfatIstanbulBilgiUniversity,ManagementDivisionbetween2008–2014.Shewent toMichiganStateUniversityasavisitingprofessor.HerresearchareasareConsumerBehaviour,Brand ManagementandMarketingCommunications Madhu Kishore Raghunath KamakulaiscurrentlyaResearchscholardoinghisPhDfromNITWarangalintheareaoffinance.Hehaspost-graduatedegreeMBA(Finance&Marketing)fromJNT University.Mr.Madhuhasover4yearsofteachingexperienceinhighereducation.Mr.Madhuhas gainedverygoodknowledgeinAccountancy/FinanceandMarketingsubjects.Hehaspublishednumber ofresearchpapersinreputedNationalandInternationalJournals Christian LinderisanAssistantProfessorinEntrepreneurshipandFamilyBusinessManagement attheFreeUniversityofBozen-Bolzano,Italy.Priortothis,hewasAssistantProfessorattheUniversity ofBamberg,Germany.HeworkedasResearchManagerattheInstituteforEmploymentResearchatthe GermanFederalEmploymentAgency,andasResearchAssistantfortheFraunhofer-InstituteforIndustrial EngineeringaswellasfortheUniversityofStuttgart.HewasVisitingScholarattheCEIBS,Shanghai, ACAS,ManilaandSWUFE,Chengdu.ChristianholdsaPh.D.inPhilosophyfromtheMunichSchool ofPhilosophyandaD.Eng.inTechnologyManagementfromtheUniversityofStuttgart,Germany Havish MadhvapatyisaresearchscholaratAmityBusinessSchool,AmityUniversity,Noida.He worksasHead–ResearchwithTraverseStrategyConsultants,aresearchandconsultingstartup.An MBAGoldMedalist,hestartedhiscareerwithReckittBenckiser,postwhichheworkedasaresearch scholar,andsubsequentlyasanAssistantProfessoratAmityUniversity.HeisaMicrosoftCertifiedOffice SpecialistExcel2013andregularlytakestrainingandmentoringsessionsatinstitutionsandcorporate. PresentlyheleadsateamofanalystsatTraverseandspearheadsallresearchwork.Hehasworkedon projectsforclientsfromaroundtheworldacrosssectors,includingvariousministriesofGoI.Hiswork hasbeenfeaturedregularlyinBusinessWorldmagazine 360 About the Contributors Chandra Sekhar Patro is currently pursuing his Ph.D in Commerce and Management Studies fromAndhraUniversity.Hehaspost-graduatedegreeinMasterofCommerce(M.Com.)fromAndhra University,MasterinFinancialManagement(MFM)fromPondicherryUniversity,andalsoMBA(HR &Finance)fromJNTUniversity.Mr.Patrohasover9yearsofteachingexperienceinhighereducation. Mr.PatrohasgainedverygoodknowledgeinHumanResourceManagementandAccountancy/Finance subjects.HehaspublishednumberofresearchpapersinreputedNationalandInternationalJournalsand alsopresentedpapersinNationalandInternationalConferences Anupama RajeshistheHead–CaseStudyCentreatAmityBusinessSchool,AmityUniversity, Noida.ShetrainedforcasestudywritingatINSEADParis.Shehasacademicexperienceofover20 yearsincludinginternationalassignmentsandhaswrittenmorethan20researchpapersandcasestudies forprestigiousinternationaljournals.Shehasthreebooksandseveralbookchapterstohercredit.Sheis reviewerofrenownedjournalsandistheEditoroftheAmityBusinessSchoolMagazine.Shehaswon severalawardsincludingtheADMAResearchAwardand“ShikshaRattanPuruskar”byIIFSociety. ShealsohasanMOOCtohercredit Clarinda RodriguesisaSeniorLecturerofMarketingandHeadofRetailandServiceManagementProgrammeatSchoolofBusinessandEconomicsLinnaeusUniversityinSweden.Sheisengaged incoursesinsensorymarketing,shoppermarketing,integratedmarketingcommunicationsandbrand managementandbusinessrelations.Heron-goingresearchprojectsconcernglobalsensorybranding inthefieldofplaces,luxuryandconsumergoods.Moreespecially,ithasafocusinunderstandingthe impactofmulti-sensorybrandexperiencesonbothbrandloveandbrandhate.Furthermore,herresearch aimsatdevelopingaframeworkforbrand-buildingstrategiesfromasensoryperspective.Sheismember oftheSensoryMarketingResearchGroupandtheSensoryStudiesResearchDirectory.Sheisalsoan experiencedinternationalmarketingconsultantandbrandingstrategist,havingworkedinseveralfirms before joining the Academia. Regular speaker at academic and business conferences about sensory brandingandmarketing Shivani Saini isanAssistantProfessorintheDepartmentofHumanitiesandManagement,DrB RAmbedkarNationalInstituteofTechnologyJalandhar,Punjab,India.Shehasgainedherdoctoral degreeintheareaofconsumerrelationshipmanagementfromDrBRAmbedkarNationalInstitute ofTechnologyJalandhar,Punjab,India.Herresearchandinterestareasincludecustomerrelationship management,consumerexperiencemanagement,consumerloyalty,servicesmarketing,andconsumer behaviour.Shehaspublishedpapersinnationalandinternationalreputejournals.Shehasalsoserved asanAssistantProfessorinvariousengineeringandmanagementinstitutes 361 About the Contributors Kay Georg SeglerisservingasSeniorAdvisortothePresidentofNTUSingaporefrom2015to17 andwasAdjunctProfessoratNanyangBusinessSchool2015/16.Heisanexpertininternationalbrand managementandlecturesattheMunichBusinessSchool.HeisChairmanoftheSupervisoryBoard of“WeltbildGroup”inAugsburg,GermanyandSeniorAdvisorofMicroFuzzyandKPITGermany. HeworksatCouragePartnersSingapore.SegleralsoservesasaconsultantforpoliticalaffairsinAsia speakingatnumerousinternationalconferences.SeglerearnedhisDiplom-Kaufmann(BusinessAdministration)andhisdoctoratedegreefromtheUniversityofMannheimwithaprize-winningthesis on International Marketing Strategies. During this period, he also held lectures at the University of MannheimandwasAssistantProfessoratUniversityofAppliedSciencesinStuttgart.Afterreceiving hisdoctoratein1986,heembarkedonhiscareeratDroege&Comp.Consulting.Helaterjoinedthe BMWGroupin1988whereheservedindifferentfunctionssuchasStrategicMarketingforOverseas Regions,PresidentofBMWAsiaPte.Ltd.Singapore,andInternationalPartsLogistics.Seglerspent 8yearshelmingtheMINIBrandworldwideandsuccessfullybuiltthebusinesstomorethan300,000 unitsinover100markets.Duringthisperiod,MINIearnedmanyaccoladesfortheirrevolutionaryway ofexecutingBrandManagement.HealsoledtheBMWperformancecardivisionasManagingDirector ofBMWMPte.(2009–11)andheldthepositionofSVPImporterMarkets(95markets).From2013 -14,heheldthepositionofSVP“SpecialProjectsAsia”andretiredfromBMW.Dr.Seglerhasextensive tiestoAsiaandwasappointedHonoraryConsuloftheRepublicofSingaporetoBavaria&Saxonyin 2006,servinginthiscapacityuntil2011 Jagwinder SinghisanAssistantProfessorintheDepartmentofHumanitiesandManagement,Dr BRAmbedkarNationalInstituteofTechnologyJalandhar,India.Hegainedadoctoraldegreeinthe marketingareafromUniversityBusinessSchool,PanjabUniversityChandigarh.Hehas17yearsof teachingexperience.Heisteachingcoursesintheareasofmarketing,economics,andstrategy.Hehas publishedpapersinthejournalsofnationalandinternationalreputeinareasofruralmarketingand consumerloyalty.Hehasdeliveredexpertlectures/talksinvariousInstitutesandhasreviewedmany articlesofreputedinternationaljournals Christina SperberisanAssistantProfessorinGlobalBrand&FashionManagementattheISM InternationalSchoolofManagementinFrankfurt(Germany)sinceOctober2016.Previously,shehas earnedherPhDattheChairofInnovationManagement,whichispartoftheFacultyofSocialSciences, Economics,andBusinessAdministrationattheOtto-Friedrich-UniversityofBamberg(Germany).Her particularresearchinterestsarelocatedwithinthefieldofinnovationmanagement,brandmanagement, business model setup and leadership behavior, with numerous publications in leading international journals.Herteachingprofilecontainsvariouscoursesintheareaofeconomicsandbusinessadministration,mainlyincludinginternationalinnovationstrategies,organizationalcreativityandfashion& luxurymanagement 362 About the Contributors Sanjeev TripathiiscurrentlyanAssociateProfessoratIIMIndore.Hisresearchinterestsarein theareaofConsumerBehaviour,BehaviouralPricing,SportsmarketingandSportsmanagement.His teachinginterestsareintheareasofPricing,SportsMarketingNeuromarketingandStrategicMarketing.Hisresearchhasbeenpublishedinanumberofreputedinternationaljournalsandhehaspresented hisresearchpapersatvariousinternationalconferences.Prof.Tripathiisanavidcasewriterandhehas developedmorethan15managementcasesandhehasalsoco-authoredamanagementbookpublished byTata-McGrawHill Tamara L WandelisatenuredprofessorinthedepartmentofcommunicationattheUniversity ofEvansville.AformerpublicrelationsdirectorandjournalistinNewYork,shehasalsoworkedwith severalprofessionalsportsorganizationsonmediainitiatives.Throughtheseexperiences,shehasan appreciationforthesignificantroleemotionalbrandingandbrandanthropomorphismhasonanorganization’soverallmarketingefforts.Dr.WandelhasreceivedgrantsthroughtheConstitutionalRights FoundationandheldafellowshipwiththeSocietyforNewCommunicationsResearch.Sheisaloyal IndianapolisColtsfan,butherfavoritesportingactivitiesinvolvewatchingher16-year-oldsonplay soccerandfootballandher13-year-olddaughterplaybasketballandvolleyball Volkan YakınisanAssistantProfessorofMarketingintheUniversityofAbantIzzetBaysal.He isthechartermemberofmarketingdepartmantattheGeredeSchoolofAppliedScience,AbantIzzet BaysalUniversity.HeholdsaPhDinbussinessadministriationandaMaster’sdegreeinmarketingand productionmanagementfromCelalBayarUniversity.Hisresearchinterestsareconsumerbehaviours, brandpersonality,advertisingandsocialmarketing.ProfessorYakınistheauthorofseveralpapersthat appearedasjournalarticles,andconferenceproceedings Pinar YildirimearnedherPh.D.inMarketingatBogaziciUniversity,Istanbul,Turkeyin2012.She isworkingasanassistantprofessoratIstanbulBilgiUniversity,Istanbul,Turkey.Herprimaryresearch interestsareinconsumerbehaviorandbrandmanagement 363 364 Index 4Ps 59, 107, 110 A Above-The-Line (ATL) 143 academy 41-46, 52 advertisements 113-115, 153, 161-163, 166, 210, 213, 274, 276, 289-290, 292 advertising 10-11, 24-25, 44, 90, 109, 112-115, 119121, 125-126, 128-129, 131, 133-135, 139-140, 143-144, 148, 158, 162, 195, 200, 212-213, 217, 227, 246, 265, 270-271, 273-274, 276277, 280-282 Advertising Expenditure (AdEx) 143 affective 4, 6, 42, 56, 60-61, 63, 65-67, 74-76, 82, 119, 225, 276, 290-291, 298 Amplification 143 analysis 41, 43, 46-47, 52, 65, 77, 79, 93, 95, 117, 133, 135, 156, 167, 201, 209, 232, 262, 308 anthropomorphization 161-163 atmospherics 4, 9, 11-13 attachment theory 87, 215-216, 276, 280, 291, 297298 authenticity 121, 179, 189, 228, 281, 303-304, 307308 B B2B 22, 26, 30, 33-34, 40, 114, 130, 200, 226, 239 B2B marketing 114 Below-The-Line (BTL) 143 best practices 43-44, 53, 166 BMW, 32 BMW M 30, 40 Brand Activation 143 brand attachment 86, 88-89, 92, 95, 117, 157-158, 209-210, 214-218, 224, 276 brand avoidance 74-76, 82 brand awareness 5, 10, 34, 91, 119, 121, 128, 163, 193, 211, 213-214, 226, 290 brand commitment 7, 85-87, 89, 92, 94-96, 98-99 brand consciousness 85-89, 93-95, 97-98 brand disgust 75-76, 82 brand dislike 74-75, 82 brand endorsement 276 brand engagement 90, 209-211, 214-215, 217, 219, 223 brand equity 1-2, 5-6, 9, 11, 13, 34, 86, 96, 109-110, 113, 121, 152, 154, 174, 177, 186, 188, 193, 196, 226, 229, 239, 267, 270, 273-274, 282, 310 brand experience 4, 8, 107, 113-114, 118-119, 135, 143, 196, 276 brand failure 79-80 brand hate 73-80 brand identity 8-9, 13, 152-153, 218-219, 232, 265 brand image 1-2, 5-6, 9, 13, 66, 74, 79, 90, 110, 115, 121, 127, 151-154, 157, 162, 164, 210-211, 213-214, 217-218, 303-305, 307-310 brand love 1-2, 4, 6-14, 59, 74, 201, 290, 309 brand loyalty 1, 5-7, 59, 74, 89, 107-108, 110-112, 115, 118-119, 122, 160, 171, 200-201, 226, 228, 230-232, 272, 298, 302 brand management 14, 22, 26-27, 34-35, 59, 160, 225, 227, 252, 255, 308 brand parodies 304, 310 brand personality 6, 112, 119, 151-168, 184, 196, 201, 225, 232 brand preference 209-213, 216-219, 223 brand rejection 78-80 Brand revitalization 262-263, 268, 272 brand sensoriality 1-2, 9-14 Businessworld Applause 129, 132, 143, 145 Index C celebrity endorsement 273-274, 276-284 center 41, 43-47, 50, 52-53, 115, 128, 200 Cinthol 262, 270-272 Co-Branding 248, 260 commitment 1, 6-7, 30, 42, 45, 55-56, 60-61, 66-67, 75-77, 79, 82, 85-87, 89, 92-96, 98-99, 108, 151, 197, 204, 214-217, 219, 227-228, 230232, 251, 274-275, 278, 281-283, 290-291, 298, 302 Commoditization 125, 143 Competitive Differentiation 173, 193 component branding 251-253, 260 consumer-based branding 209-210, 216 consumer brand relationship 73, 75 consumer loyalty 66, 107, 138, 204, 235, 246, 276 corporate system 22-23, 25, 27, 40 creation 3-4, 9, 14, 22, 31, 53, 115, 130, 139, 158, 163-165, 175, 181, 215, 229, 239, 253, 290 cue-utilization theory 250, 253-255, 260 customer appeal 107-108, 110-111, 121-122 customer experience 11, 41-46, 48, 51-53, 55-57, 60, 62, 66-67, 114, 117, 126, 138, 143, 195, 203-206 customer experience management 55-56, 67, 126, 138, 143, 195, 203, 205-206 Customer Lifetime Value (CLV) 143 customer loyalty 45, 57, 61, 65, 67, 112, 135, 200201, 225, 228, 230, 232-236 Customer Relationship Management 144 D differentiation 2, 10, 47, 60, 88, 117-118, 144, 154, 173, 193, 195, 253, 260, 262 digital marketing 114-115, 126, 168 digital platforms 139, 168 dissonance 111, 246, 281 doctoral 43-45, 47-49, 52-53 doppelgänger brand image 303-305, 308, 310 E EEMA 128-129, 131-132, 144 emotional appeals 59, 289, 291, 297-298, 310 emotional attachment 7, 59-61, 63, 85-90, 92-99, 112-113, 116, 119-120, 126, 153, 167, 172, 186-188, 201, 215, 228, 274, 277-278, 280, 291, 298, 302 emotional attachments 201, 278, 291 emotional brand attachment 86, 88, 95, 117, 157158, 209, 215, 224, 276 emotional branding 41, 43, 55-56, 58-60, 65-67, 86, 107, 110, 113-121, 125, 144, 172-173, 175-177, 182-183, 185, 187-189, 193, 195, 197-198, 200-203, 205, 225-229, 234-235, 239, 246, 273-284, 289-291, 295-298, 302-305, 308, 310 EMOTIONAL BRANDING PROCESS 195, 203, 205 emotional connect 59, 66, 108, 110, 114-116, 118119, 195-197, 200, 262, 269, 273, 276, 280, 282 Ernst & Young (EY) 131, 144 Event Marketer 137, 144 Everything Experiential 144 experience 3-4, 6, 8-13, 25, 30, 41-46, 48-53, 5557, 59-67, 75, 82, 86, 91, 98, 107, 112-115, 117-119, 121-122, 126-128, 132, 135, 138140, 143, 163, 166-167, 172-173, 177, 187, 195-198, 203-206, 209-211, 213-214, 217, 227, 232, 238, 248, 252, 261, 263-264, 271-272, 276, 278, 280, 290-291, 296, 298, 308 experiential agencies 128, 132, 139-140 F Facebook 90, 177-179, 182-183, 187, 291, 295-296, 305, 309 fandom 173, 187, 193 functional 2, 4, 24, 57, 59, 61-62, 66-67, 108, 113114, 152, 154, 156, 196, 211-213, 215, 217, 223, 226, 249, 279, 290 G Generation Y 119, 144 global brand 33, 274 Guerilla Marketing 28, 40 I Inflation of Communication 26, 40 ingredient branding 26, 248-251, 254-256, 260-261 ingredient branding strategy 250-251, 261 innovativeness 86, 249, 252-253, 261 institutes 46, 52 Intellectual Properties (IPs) 144 interpersonal relationship 73-76, 78-79 365 Index K knowledge 43-44, 47-48, 50-53, 63, 74, 90, 127, 151, 163, 167, 209-211, 213-214, 216-219, 223-224, 228, 249, 262, 268, 273 L lifestyle 40, 58, 61, 65-67, 125, 164, 217, 227, 269, 271, 277 LOHAS 40 Long-Term Return on Investment (LROI) 144 low-cost brand 92-94, 96-97, 99 A marketing communication 113, 117, 122, 126, 128, 143, 151, 162, 167, 171, 177-178, 186-187, 196-197, 246, 248, 255, 261 marketing mix 107, 110, 112-118, 121-122, 153, 173, 239 measurement 44-46, 53, 74, 77-79, 92-93, 135, 140, 185, 188, 214 MINI 25, 28, 31, 33, 40 multisensory brand experiences 1-6, 8-9, 11, 13 multisensory design 4, 9, 13 multisensory marketing communications 4, 9-11, 13 N negation of intimacy 75-76, 79, 82 negative emotions 56, 59-60, 66, 74-75, 78, 164, 198, 289-290, 292, 297-298, 302 Negative Word of Mouth 74, 76, 78-80, 82, 87, 92, 96, 98 O Out-of-Home (OOH) 133, 144 P passion 6-7, 59, 75-77, 79, 82, 88, 108, 111, 115116, 179-180, 189, 201, 216, 225, 227, 278, 280, 283, 290, 310 perceived quality 7, 85-87, 93-99, 212, 226, 232 Persona 45, 48-52, 183, 228, 308 positive emotions 55-56, 59-60, 62-63, 119, 291, 302 pragmatic 61, 63-64, 66-67 366 premium brand 85-86, 90, 92-93, 95-98 product performance 46, 86, 98, 209-211, 216-219, 224, 253 Product Symbolism 224 promises 41-44, 46-48, 50-53, 118, 227, 267, 271, 305 public relations 128, 131, 135, 143-144, 309 push 250-251, 255, 261 R repeat purchase 44, 89, 107, 112, 231, 276 reputation for product innovation 248, 252-256, 261 research 1-2, 4-7, 9-12, 41, 43, 45-50, 52-53, 56, 7377, 79-80, 86-87, 95, 100, 107, 112, 114, 119, 122, 125, 127, 132, 138-140, 157, 166, 172173, 178, 182, 184, 196, 200-201, 203-205, 209, 213-214, 218-219, 227, 231-232, 239, 249, 253, 255-256, 265, 271, 284, 290-291, 304, 308 Return on Engagement (ROE) 42, 140, 144 Return on Investment (ROI) 42, 48, 125, 127, 134135, 144, 188, 254 S self-concept 59, 210-211, 214, 218-219, 223-224 sensorial 8-9, 13, 61, 63, 66-67, 204 social media 24, 29, 31, 66, 76, 139, 151, 155, 171173, 176-184, 186-189, 193, 278, 289-291, 295-298, 302, 308-309 storytelling 172, 177, 186-189, 193, 290 Strategic Brand Alliance 261 Sub-Brand 30, 40 subjective brand knowledge 209-211, 213, 217-219, 224 sustainable competitive advantage 55, 60 V virtual community 225, 228-229, 246 W Word of Mouth (WOM) 144 Y young generation 264, 269, 271-272 ... brandshavebecomeanimportantcomponent.Therefore, the objective of marketersistounderstand the people’s emotional desiresandincrease the consonance of the brandpersonalityfortheirbrands with the self-image of theirtargetcustomers. The purpose of the chapteristorecognize the potential... brandstory,therebyregaining the emotional appeal for the brand.Understanding the concept of DBI wouldhelp the readersappreciate the area of emotional branding inbetterlight Compilation of References... concepthasbeenexplainedfrom the IndianperspectivegivingvariousexamplesfromIndia. The chapter furtherdiscusses the variouswaysinwhichadyingbrandmaybegivenanewlease of life. The chapter discusses the role of emotional connect of the customerswith the brandinparticular.Thereisadetailed