Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing

Gupta, Monika · Jindal, Priya · Bansal, Shubhi

dhj 2022 · IGI Global

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Emotional impulses heavily influence the behavior of customers. Sensory marketing establishes an emotional connection between the company and the customers, thus yielding a positive response towards the brand. It has a strong influence not only on the perceptions but also on the choices of the customers. It assists the organizations in delivering a unique multisensory experience and capitalizes on new marketing opportunities. Therefore, businesses should carefully formulate sensory marketing strategies revolving around the details of offered product mix, prospective modes of communication, as well as point-of-sale actions.

Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing provides strategies for approaching customers through their senses to better formulate effective sensory tactics. It strengthens the research in communicating brand image, enhancing brand recognition, generating brand loyalty, and increasing brand appeal through sensory marketing. Covering topics such as customer engagement, brand experience, and service quality, this premier reference source is an indispensable resource for business leaders and executives, marketing professionals, brand specialists, students and faculty of higher education, librarians, researchers, and academicians.

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Monika Gupta joined Chitkara University as Associate Professor in November 2021. She is Ph.D. (Management), MBA (Marketing), UGC-NET (Management), B.Sc. (General), B.Ed. with about thirteen years of academic experience and four years of corporate experience. She has five papers publications in SCOPUS, one paper in ABDC ‘C’ Listed journal and one book review in ABDC Listed journal (out of thirty nine papers in national and international journals of repute). She is Editorial Board Member of International Journal of Economics and Financial Issues (IJEFI), ABDC ‘C’ Listed journal. She received Cash honorarium from AIMA for paper publication. She remained actively involved in organizing National and International Conferences. She has attended more than twenty National and International Conferences. She also served as HOD (MBA, BBA) for three years. Her areas of interest are Marketing Management, Sales and Retail Management, Consumer Behavior, Integrated Marketing Communications, Services Marketing, Consumer Relationship Management, Strategic Management and Management Fundamentals.

Priya Jindal is currently working as an Associate Professor at Chitkara Business School, Chitkara University, Punjab, India and holds a master degree in commerce and economics. She earned her doctorate in management. She has contributed more than 16 years in teaching. She supervised four Ph.D. research scholars and two M.Phil candidates. There are numerous research papers to her credit in leading journals among them seven research paper has been published in Scopus Indexed Journal. Her areas of research included Banking, Finance and insurance. She has filed more than 21 patents and one copyright. She is the editor of two books under IGI publications and the book got indexed in Scopus.

Shubhi Bansal received the B.Tech. degree in computer science and engineering from Guru Gobind Singh Indraprastha University (GGSIPU), Delhi, India. She is currently pursuing a Ph.D. degree with the Department of Computer Science and Engineering, Indian Institute of Technology (IIT) Indore, Indore, India. Her research interests include natural language processing, social network analysis, deep learning, and artificial intelligence. [Editor]

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