Article2012

Emotional Branding Pays Off

107 citations0/0 files storedJournal of Advertising Research

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Retail Behavior Studies

Abstract

ABSTRACT Emotional branding is defined here as the consumer9s attachment of a strong, specific, usage-relevant emotion—such as Bonding, Companionship, or Love—to the brand. The present large-scale survey of buyers of frequently purchased consumer products finds that, for such products, full-strength emotional branding is attained among, at most, only about 25 per cent of the brand9s buyers but that, if attained, it pays off massively in terms of personal share of purchases. Emotional branding may well be more widely effective for high involvement, positively motivated products (not surveyed here). It seems that advertising can generate the expectancy of strong, specific, emotional attachment, but very favorable brand usage experience must follow if this approach is to be successful. In general, the traditional benefit-based “USP” advertising strategy seems less risky with lesser though more widespread effectiveness.

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References

2007The Predictive Validity of Multiple-Item versus Single-Item Measures of the Same Constructs 1997Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships 1996Brand Loyalty: The Link between Attitude and Behavior 2004Lovemarks: The Future Beyond Brands 2005Marketing Communications: theory and applications 1990Robust Measures of Consumer Brand Beliefs

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