The Emotional Connect: For Meaningful and Enduring Customer Relationships

By Sujata Khandai.

Published by The Organization Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

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

International Journal of Knowledge, Culture and Change Management, Volume 8, Issue 1, pp.221-228. Article: Print (Spiral Bound). Article: Electronic (PDF File; 597.798KB).

Ms. Sujata Khandai

Assistant Professor, Marketing, IILM Institute for Higher Education, New Delhi, Delhi, India

Ms. Sujata Khandai majored in Economics from Madras University, securing the 7th rank. After completing her PGDM from XIMB, she joined Bajaj Electricals Ltd. Thereafter, she was involved in an entrepreneurial venture in the export market. Ms. Khandai has been in academics for the last ten years. She has spent considerable number of years at Kathmandu University where she was associated with the Marketing Department of the School of Management. She has also been actively involved with conducting training programs and workshops. She also actively consults companies on a regular basis. Her academic and training interests have been in the area of marketing effectiveness, branding, and understanding the behavior of consumers. Her major clients are Gorkha Breweries, Nepal, Bank of Kathmandu, Nepal among others. Her areas of interest include Consumer Behavior, Brand Management and Services Marketing. Ms. Khandai has also co-authored a book Consumer Behaviour – In the Indian Context, published by Galgotia Publications in 2002. Currently, she is pursuing her PhD in the area of Marketing Productivity from GGS Indraprashta University, New Delhi.


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