The Adoption of Emotional Branding Dimensions

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Abstract
Through the growth of consumerism in this society, people are expecting a better living quality. This leads to  the demands of product varieties. The traditional 4P marketing where marketers promote the tangible benefits of a branded product is no longer applicable. The emphasis is now on promoting a branded product that will fulfill the customers’ emotional needs. The consumer-brand relationship is evolving from pure monetary transaction to emotional transaction. The value of a product is not only determined by the objective value, but also by consumers’ perceptions. A brand for which marketers promotes by targeting consumers’ emotional impulse and desire is called emotional branding.

If emotional branding drives consumers to behave in a certain way psychologically, how exactly does it do that? How does it differ from a traditional rational brand? In this thesis, the topic emotional branding is dealt with, whereby this is divided into four main dimensions namely brand story, brand association, brand uniqueness and brand experience. Each of these dimensions is tested on their impacts on respondents’ cognitive and affective responses. The empirical study used a web-based survey to create five different scenarios (i.e. rational brand, story, brand association, brand uniqueness, and brand experience scenarios). 176 usable questionnaires were collected. Results supported the original hypotheses: all emotional branding dimensions have a positive impact on respondents’ cognitive response towards the brand, apart from brand association (as hypothesized). All these dimensions have a positive impact on respondents’ affective response towards the brand. This study contributes to a deeper understanding of the topic emotional branding and its impact on consumers. It is also beneficial to managers because they can apply the findings of this study to differentiate their products from others.