ANTECEDENTS OF EMOTIONAL BRANDING AND ITS IMPACT ON BRAND LOYALTY
Date
2022-09
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Abstract
The population of Nepal is expanding, as is the amount of consumer income. This has resulted in an increase in the demand for various products. As a result of these factors, the Nepalese market offers a diverse range of items. People can now order and purchase a variety of things from the convenience of their own homes. Within the short span of time, television advertising, internet purchasing and branding have changed marketing and sales pattern of Nepal (Shrestha, 2010). Nowadays consumer can buy the product they like from any corner of the world. Consumer can easily switch from one product to another if they feel unsatisfied by one product. This has created challenge for producer and marketers to retain the loyal consumers.
Description
The practice of creating brands that speak directly to a consumer's emotional state, wants, and goals is referred to as "emotional branding" in marketing communication. The organizations acknowledge and emphasize the primary emotional demand of the target audience as the most crucial component of emotional branding. Through internal and external communications, they make it crucial for the business. Businesses push consumers to reach the necessary emotional bonding state, which is "I will only buy
brand x." They begin the emotional branding process by taking into account the demands, requirements, and aspirations of the customer. The businesses develop consistent communications based on the emotional requirements of the customers.
Keywords
EMOTIONAL BRANDING, N BRAND LOYALTY