Marketing of Emotions – Connecting Customers’ Via Heart. From Literature Perspective

      Аннотация: An organization that specializes in hedonic consumer goods places a strong prominence on emotionally connecting its products or services to its customers. This association's success in forming long-term relationships and hence earnings for the company is well known. However, because emotions are intangible and change over time, company should develop branding strategy that primarily gains customers through sensory bonding rather than product features. This assists a business in focusing on brand loyalty and association in order to increase favorable brand perception. This could help the management create trusting ties with their customers. Emotions, it is believed, travel borders more easily than information. While using emotions in advertising may not persuade customers to buy a product, it does help to establish a brand image. Consumers were discovered to be motivated to buy the product by more than just their emotions.

Ключевые слова: emotions, Emotional Advertisements, Emotional Marketing, emotional branding