With increasing recognition of the importance of brands, a great deal of attention is being devoted to effectively sustaining brand loyalty. Brand loyalty, though a central construct in marketing, is highly elusive as far as the marketer is concerned. But, because brand loyalty is a measure of the health of the organization, marketers are constantly on the lookout to ensure and sustain enduring brand loyalty from the customers.
It has been observed, that over a period of time, consumers tend to establish close, meaningful relationships with many brands. Brands are effective in offering psychological and social benefits along with functional benefits. This translates to an overall enriching experience for the customer leading to a sustainable relationship. These relationships are primarily emotion-based, where the marketer creates an ‘emotional assurance’ in the minds of the customer that his needs would be necessarily met. This results in the customer sustaining an emotional connect with the brand, eventually leading to brand loyalty. This paper, conceptually, attempts to understand emotional branding as a path leading to brand loyalty – a strategy which is consumer-centric, relational and story-driven, primarily attempting to forge deep and affective bonds between consumers and brands.
|Keywords:||Enduring Brand Loyalty, Meaningful Relationship, Emotional Connect, Emotional Value, Shareholder Value, Customer Satisfaction|
Assistant Professor, Marketing, IILM Institute for Higher Education, New Delhi, Delhi, India
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