Welcome to the InfoSci Platform
Organisational Culture and Strategic Marketing: Are These Influenced by an Emotion-Based Approach?

Organisational Culture and Strategic Marketing: Are These Influenced by an Emotion-Based Approach?

Copyright: © 2019 |Pages: 28
ISBN13: 9781522583981|ISBN10: 152258398X|ISBN13 Softcover: 9781522588627|EISBN13: 9781522583998
DOI: 10.4018/978-1-5225-8398-1.ch008
Cite Chapter Cite Chapter

MLA

Sara Fazzin. "Organisational Culture and Strategic Marketing: Are These Influenced by an Emotion-Based Approach?." Emotion-Based Approaches to Personnel Management: Emerging Research and Opportunities, IGI Global, 2019, pp.165-192. https://doi.org/10.4018/978-1-5225-8398-1.ch008

APA

S. Fazzin (2019). Organisational Culture and Strategic Marketing: Are These Influenced by an Emotion-Based Approach?. IGI Global. https://doi.org/10.4018/978-1-5225-8398-1.ch008

Chicago

Sara Fazzin. "Organisational Culture and Strategic Marketing: Are These Influenced by an Emotion-Based Approach?." In Emotion-Based Approaches to Personnel Management: Emerging Research and Opportunities. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-8398-1.ch008

Export Reference

Mendeley
Favorite

Abstract

In this chapter, the authors introduce the concept of emotion in marketing initiatives. In particular, they look at the way consumers react to emotions that arise from marketing campaigns and advertising. In this perspective, classic theories of consumer's emotional response are presented, and the reasons behind what we buy and why are analysed. Furthermore, they argue that marketers play with emotion to sell a specific product or need, while we, as individuals, tend to buy more stuff when we are not happy as a way to make us feel better. The authors also discuss the appeal certain brands have, whether because they represent a status symbol or we are genuinely more affectionate towards them for the experience they provide us. Lastly, the authors present some findings related to emotions after the buying process.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.