Study of Customer Engagement through Emotional Branding

  • Poojaa Gokarna Research Scholar, School of Business Management, Narsee Monjee Institute of Management Studies, Mumbai, Maharashtra, India
Keywords: Emotional branding, Brand attachment, Brand loyalty, Brand love, Customer engagement


Purpose: This qualitative research-based study in India looks to uncover the elements that drive customer engagement towards a brand. The backdrop is a prominent use of Emotional branding as a tool for driving customer engagement. The premise of conducting this study is to identify the drivers of customer engagement, along with its implication on the marketing scenario in India.
Methodology: It is a Qualitative exploration conducted through semi-structured in-depth interviews of 32 respondents and the transcripts were analyzed to identify the major themes that convene. The themes were further used to build a conceptual framework based on the data available.
Findings: A conceptual framework has been developed revolving around the antecedents and consequences of Emotional Branding, which transmits into customer engagement. Also, obstacles to the engagement process have been discussed.
Implications: This qualitative study brought forth various constructs that give rise to customer engagement and, in turn, brand loyalty. This paper helped me understand how customers can be engaged at an emotional level and uncover a major marketing tool for brand managers.
Originality: With existing researches based on quantitative methodology, the originality of this research lies in developing qualitative research for emotional branding and discussing the opportunities for customer engagement in the Indian context.

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