Building the service brand by creating and managing an emotional brand experience
Most marketers point to product brands in discussing the use of customer emotions in building strong brands. It is, however, proposed here that emotions play an even more powerful role in the customer's selection, satisfaction and loyalty toward service brands. This paper discusses why marketer...
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| Veröffentlicht in: | The journal of brand management 2007-05, Vol.14 (5), p.410-421 |
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| container_end_page | 421 |
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| container_title | The journal of brand management |
| container_volume | 14 |
| creator | Morrison, Sharon Crane, Frederick G |
| description | Most marketers point to product brands in discussing the use of customer emotions in building strong brands. It is, however, proposed here that emotions play an even more powerful role in the customer's selection, satisfaction and loyalty toward service brands. This paper discusses why marketers of service brands need to understand the emotional dynamics involved when a customer selects and decides to continue to use a service brand. It also provides practical guidance for how marketers can build strong service brands by creating and managing emotional brand experiences. Such brand experiences lead to brand loyalty, active referral of the brand and increased profitability for the brand. |
| doi_str_mv | 10.1057/palgrave.bm.2550080 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 1350-231X |
| ispartof | The journal of brand management, 2007-05, Vol.14 (5), p.410-421 |
| issn | 1350-231X 1479-1803 |
| language | eng |
| recordid | cdi_proquest_journals_232484382 |
| source | Business Source Complete; SpringerLink Journals - AutoHoldings |
| subjects | Advertising Attitudes Brand loyalty Brands Business and Management Cognition & reasoning Consumer behavior Consumers Consumption Customer services Emotions Management Marketing Physiology Service industries |
| title | Building the service brand by creating and managing an emotional brand experience |
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