The impact of emotional branding on consumers in Croatian Northern region (CROSBI ID 646599)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Stančin, Kristian ; Gregurec, Iva
engleski
The impact of emotional branding on consumers in Croatian Northern region
Nowadays, brands are perceived at the level of feelings and identity, which are one of the most important features by which they differ from each other. According to this, today’s companies are working on increasing the emotional connection between consumers and brands, which is known as a term emotional branding. The main purpose of emotional branding is the systematic integration of all senses in order to cause a certain emotion and induce the consumer to purchase products or to use services. Therefore, the aim of this paper is to describe the role of emotions in creating a brand and discover the extent to which consumers are emotionally attached to a particular brand. The paper is created as a result of a research study established for writing a master's thesis.
brand, emotions, emotional branding, consumers
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
Podaci o prilogu
87-94.
2016.
objavljeno
Podaci o matičnoj publikaciji
2016 M-SPHERE Book of Papers
Vranešević, Tihomir
Zagreb: Accent Press
978-953-7930-11-0
Podaci o skupu
5th International M-Sphere Conference for Multidisciplinarity in Science and Business
predavanje
27.10.2016-29.10.2016
Dubrovnik, Hrvatska