Influence of Marketing Mix Decisions on Emotional Branding and Its Effect on Customer Appeal

2019 ◽  
pp. 806-823
Author(s):  
Rahul Gupta Choudhury
Keyword(s):  
Marketing Strategy ◽  
Brand Loyalty ◽  
Marketing Mix ◽  
Brand Experience ◽  
Consumer Loyalty ◽  
Positive Experience ◽  
Emotional Connection ◽  
Long Period ◽  
Product Service ◽  
Service Brand

Emotional branding has become a necessity for most brands today. Brand loyalty can be developed by brands only when there is an emotional connection between the brand and its consumers. This chapter deals with the nuances and meaning of emotional branding and how it appeals to consumers. There is also a lot of discussion on how the elements of the marketing mix (4Ps) help the brands to attract and retain consumer loyalty over a long period of time. Marketing mix decisions are part of the overall marketing strategy of the firm as well as the brand, and more often than not - considerable changes have to be made in order to establish an emotional connection with the consumers. Research shows that today's consumers are more experience-oriented and hence, a positive experience motivates the customer towards repeat purchase and ultimately brand loyalty. The marketing mix should then be geared to provide a great product/service/brand experience to its consumers.

Influence of Marketing Mix Decisions on Emotional Branding and Its Effect on Customer Appeal

2018 ◽  
pp. 107-124
Author(s):  
Rahul Gupta Choudhury
Keyword(s):  
Marketing Strategy ◽  
Brand Loyalty ◽  
Marketing Mix ◽  
Brand Experience ◽  
Consumer Loyalty ◽  
Positive Experience ◽  
Emotional Connection ◽  
Long Period ◽  
Product Service ◽  
Service Brand

Emotional branding has become a necessity for most brands today. Brand loyalty can be developed by brands only when there is an emotional connection between the brand and its consumers. This chapter deals with the nuances and meaning of emotional branding and how it appeals to consumers. There is also a lot of discussion on how the elements of the marketing mix (4Ps) help the brands to attract and retain consumer loyalty over a long period of time. Marketing mix decisions are part of the overall marketing strategy of the firm as well as the brand, and more often than not - considerable changes have to be made in order to establish an emotional connection with the consumers. Research shows that today's consumers are more experience-oriented and hence, a positive experience motivates the customer towards repeat purchase and ultimately brand loyalty. The marketing mix should then be geared to provide a great product/service/brand experience to its consumers.

Sensory Branding

2017 ◽  
pp. 1533-1563
Author(s):  
Surabhi Mukherjee Chakravarty
Keyword(s):  
Marketing Strategy ◽  
Customer Loyalty ◽  
Brand Loyalty ◽  
Core Competence ◽  
Human Life ◽  
Vital Role ◽  
Emotional Connection ◽  
Emotional Relationships ◽  
The Way

This chapter presents sensorial branding approaches in practice and theory. Senses play a vital role in human life. We understand almost everything in life through senses. Sensory branding is an approach through which marketers create better experience of brands. Our senses are our link to memory, which can tap right into emotion. Using senses and their effect on understanding the consumer paves the way for an enriching experience of brand, discriminating their personality, creating a core competence, more interest, preference, and customer loyalty. Sensory branding is the marketing strategy that is investigating the emotional relationships between consumer and the brand through senses. Two cases presented in the chapter are on Starbucks and Apple Inc., which highlight their sensorial strategies for stimulating consumers' relationships and fostering a lasting emotional connection that retains brand loyalty.

Sensory Branding

2015 ◽  
pp. 327-365
Author(s):  
Surabhi Mukherjee Chakravarty
Keyword(s):  
Marketing Strategy ◽  
Customer Loyalty ◽  
Brand Loyalty ◽  
Core Competence ◽  
Human Life ◽  
Vital Role ◽  
Emotional Connection ◽  
Emotional Relationships ◽  
The Way

This chapter presents sensorial branding approaches in practice and theory. Senses play a vital role in human life. We understand almost everything in life through senses. Sensory branding is an approach through which marketers create better experience of brands. Our senses are our link to memory, which can tap right into emotion. Using senses and their effect on understanding the consumer paves the way for an enriching experience of brand, discriminating their personality, creating a core competence, more interest, preference, and customer loyalty. Sensory branding is the marketing strategy that is investigating the emotional relationships between consumer and the brand through senses. Two cases presented in the chapter are on Starbucks and Apple Inc., which highlight their sensorial strategies for stimulating consumers' relationships and fostering a lasting emotional connection that retains brand loyalty.

scholarly journals DETERMINING THE MAIN PARAMETERS OF THE EFFICIENCY OF THE TOURISM MARKET AND HOTEL BUSINESS

2020 ◽  
Author(s):  
Ilkin Gahramanov
Keyword(s):  
Marketing Strategy ◽  
Brand Loyalty ◽  
Significant Part ◽  
Emotional Connection ◽  
Marketing Activities ◽  
Marketing Costs ◽  
Tourism Services

The experience of managers, their traditions, analysis of competitors' marketing costs play an important role in the implementation of marketing activities of facilities. Due to the fact that marketing costs make up a significant part of the budget of facilities, it is necessary to monitor the effectiveness of the marketing strategy, ie the costs of its implementation should always be compared with the results of the work. It also enhances brand loyalty by creating a certain emotional connection between the brand and the consumer. The marketing strategy of a firm operating in a competitive tourism services market should be aimed primarily at establishing long-term relationships with the customer.

scholarly journals Pengaruh Brand Experience, Brand Trust, Customer Satisfaction Terhadap Brand Loyalty Produk Cimory

2019 ◽  
Vol 2 (5) ◽  
Author(s):  
Maria Yoana Dan Miharni Tjokrosaputro
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Brand Loyalty ◽  
Fermented Milk ◽  
Brand Experience ◽  
Brand Trust ◽  
Specific Strategy ◽  
Food And Beverage ◽  
Long Time ◽  
Over Time

Over time, the company experienced intense business competition between companies. This competition is also experienced by consumer goods companies namely food and beverage companies, including fermented milk companies or yogurt. The company strives to carry out a marketing strategy to be able to deal with its competitors. Therefore, company management must have a specific strategy for making products, maintaining products and generating customer satisfaction, which will thus lead to high loyalty from consumers to the products released by the company. One company that is experiencing business competition is Cimory. Cimory produces yogurt with a variety of flavors, and its competitors are Yakult who have been in Indonesia for a long time. This study will discuss how the influence of brand experience, brand trust, Cimory's customer satisfaction on brand loyalty in the eyes of consumers.

ANALISIS PENGARUH STRATEGI MARKETING MIX TERHADAP KEPUASAN PELANGGAN DI TOKO SUGENG

2020 ◽  
Vol 4 (02) ◽  
Author(s):  
Farida Nur Solikhah ◽  
Bambang Mursito ◽  
Supawi Pawenang
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Swot Analysis ◽  
Marketing Mix ◽  
Product Price ◽  
The Matrix ◽  
Marketing Mix Strategy ◽  
Place Promotion ◽  
Product Location ◽  
Cartesian Diagram

This study aims to analyze the effect of the marketing mix strategy on customer decisions at Toko Sugeng. This research uses the mix method. The strategy used is squential explanatory. The research were obtained from questionnaires, interviews, observation and documentation. The population in this study are all customers who have made repeat purchases. Samples taken as many as 100 customers. Result research shows the effect of price on customer satisfaction is 14,726%. The effect of the product on customer satisfaction is 13.764%. Effect of location on customer satisfaction of 18,470%. The effect of promotion on customer satisfaction is equal to 37.074%. The effect of price, product, location, and promotion on customer satisfaction is 84%. The marketing strategy applied by Toko Sugeng in increasing customer satisfaction, namely by implementing a marketing formulation strategy, segmenting, targeting, positioning and the marketing mix strategy or marketing mix which consists of four elements, namely product, price, place, promotion. The purpose of this is to attract buyers and retain existing customers. Toko Sugeng uses a SWOT analysis for improve customer satisfaction. In the calculation of the SWOT analysis both in terms of the matrix, EFAS and IFAS and the Cartesian diagram, show that Toko Sugeng is in the quadrant I position, namely (+, +). This position proves a strong and likely shop. Tactic recommendations given is progressive. So that it is really possible to continue to expand, enlarge growth and achieve maximum progress. Keywords: marketing mix, strategy, customer satisfaction

The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Halil Erdem Akoglu ◽  
Oğuz Özbek
Keyword(s):  
Brand Loyalty ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Trust ◽  
Content Type ◽  
Sports Industry ◽  
Brand Resonance ◽  
Positive Direct ◽  
The Relationship

PurposeAdopting the brand resonance approach, this research aimed to reveal the effect of emotional (perceived quality) and rational (brand trust) factors between brand experience and brand loyalty.Design/methodology/approachThis article uses the brand resonance model to examine the above-mentioned relationship. The sample of the study consisted of 385 sports consumers between the ages of 18 and 65 years. An online survey was used to collect data and surveys were delivered to sports consumers via social media. Using SmartPLS 3.0 software, a partial least squares structural equation modeling analysis was conducted in this study.FindingsThe results support the hypotheses and demonstrate the importance of quality and trust in building customer loyalty for companies in the sports industry. Brand experience has a positive direct effect on perceived quality, brand trust and brand loyalty. It has been revealed that there is an important intermediary role of perceived quality and brand trust that manages the relationship between customers' brand experience and brand loyalty.Practical implicationsThe findings of this study are essential for brands that want to develop and are included in the sports industry in the online shopping environment, which increases with the development of technology to create long-term loyalty in customers.Originality/valueIt reveals two mediating roles in the relationship between brand experience and brand loyalty, namely perceived quality and brand trust. These research results help to understand the processes of shaping the loyalty of sports consumers towards sports brands. Unlike previous studies, it examines this relationship in the sports industry by adding new mediator variables and contributes to the development of the model.

ANALISIS STRATEGI PEMASARAN DALAM PENINGKATAN JUMLAH NASABAH PRODUK TABUNGAN BRITAMA PADA PT. BANK RAKYAT INDONESIA (Persero), Tbk KANTOR CABANG PALOPO

2021 ◽  
Author(s):  
Rosnaini Daga
Keyword(s):  
Marketing Strategy ◽  
Relationship Marketing ◽  
Customer Service ◽  
Marketing Mix ◽  
Marketing Manager ◽  
Product Price ◽  
Service Strategy

Penelitian Ini berjudul “Analisis Strategi Pemasaran Dalam Peningkatan Jumlah Nasabah Produk Tabungan Britama Pada PT.Bank Rakyat Indonesia (Persero) Tbk. Penelitian ini bertujuan untuk Mengethui dan menganalisis strategi pemasaran yangdigunakan dalam peningkatan jumlah nasabah produk tabungan britama pada PT Bank Rakyat Indonesia (Persero), Tbk kantor cabang Palopo.Metode analisis yang digunakan dalam penelitian ini yaitu metode deskriftif kualitatif. Informan ditentukan dengan teknik purposive, yaitu teknik penentuan subjek (informan) berdasarkan kriteria dan tujuan dari penelitian ini. Kriteria yang dipilih adalah Kepala Bagian Marketing Manager PT. Bank Rakyat Indonesia (Persero) Tbk, Kantor Cabang Palopo JL. K.H Ramli No. 2, Palopo, Sulawesi Selatan dengan tidak berdasarkan jenis kelamin dan mereka siap menjadi informan. Informan yang digunakan adalah 1 (satu) orang dan memungkinkan adanya penambahan jika tujuan penelitian belum tercapai.Hasil penelitian menunjukkan bahwa telah terjadi peningkatan jumlah nasabah pada PT Bank Rakyat Indonesia (Persero), Tbk kantor cabang Palopo. Strategi pemasaran yang dilakukan untuk meningkatkan jumlah nasabah pada PT Bank Rakyat Indonesia (Persero) tidak jauh dari unsur marketing mix yaitu Place, Product, Price, dan Promotion. Strategi yang paling tepat adalah melalui strategi Relationship Marketing Strategy,, Strategy Superior Customer Service, Strategy Unconditional Guarantees, dan strategi penanganan keluhan yang efektif.

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