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) and Aarti Kataria (Management Development Institute, India)
Release Date: September, 2017|Copyright: © 2018 |Pages: 366
ISBN13: 9781522529217|ISBN10: 1522529217|EISBN13: 9781522529224|DOI: 10.4018/978-1-5225-2921-7

Description

The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales.

Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Brand Anthropomorphism
  • Brand Hate
  • Brand Revitalization
  • Celebrity Endorsement
  • Customer Experience Management
  • Customer Loyalty
  • Doppelgänger Brand Image
  • Marketing Mix Decisions
  • Multisensory Experiences
  • Product Innovation

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Tapan Panda is an alumnus of University of Houston, USA, where he completed an MBA in Global Energy. He holds a PhD in Business Administration. He has worked as a full-time faculty member at 3 IIMs – Lucknow, Kozhikode and Indore. He has also officiated as Director, Indian Institute of Management, Indore before joining Everonn Education Limited (a BSE and NSE listed company) as its president -marketing & corporate affairs. He has more than twenty years of academic experience in marketing, branding and customer relationship management. He was also Director at Great Lakes Institute of Management, Chennai. He has visited C.T. Bauer College, University of Houston, Texas, USA; University of Cincinnati, Ohio, USA; Fudan University, Shanghai, China; on visiting academic assignments. He has trained people from reputed organizations like ONGC, GAIL, SAIL, EIL, HUL, LG, AXIS Bank, and TVS Motors. He is a member of American Marketing Association (AMA), National Board of Accreditation (NBA), and AIMA. He has published extensively in reputed national and international journals and presented in international conferences across the world. He has more than 50 research papers and 16 books to his credit. His books include: Sales and Distribution Management (Oxford University Press), Marketing Management (Excel Books), Tourism Management (Orient Longman). He is a regular contributor to business newspapers and magazines; and has participated in CNBC and Zee Business programmes.