Promoting consumer engagement through emotional branding and sensory marketing [electronic resource] / [edited by] Monika Gupta, Priya Jindal, Shubhi Bansal.
- 其他作者:
- 其他題名:
- Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.
- 出版: Hershey, Pennsylvania : IGI Global 2023.
- 叢書名: Advances in marketing, customer relationship management, and e-services (AMCRMES) book series
- 主題: Advertising--Psychological aspects. , Branding (Marketing) , Internet marketing. , Customer relations. , Electronic books.
- ISBN: 9781668458990 (electronic bk.) 、 1668458977 、 9781668458976
- URL:
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- 一般註:Includes bibliographical references and index. Section 1. Technology. Chapter 1. The influence of gender-neutral advertising on digital consumers' advertising attitudes ; Chapter 2. Towards using artificial intelligence in neuromarketing ; Chapter 3. Optimizing augmented realityand virtual reality for customer engagement ; Chapter 4. Neuromarketing for redesigning the future of online education ; Chapter 5. Understanding the logic and science behind the emerging field of neuromarketing ; Chapter 6. Entrepreneurialopportunities in metaverse -- Section 2. Brand management. Chapter 7. The importance of the central role of the brand experience ; Chapter 8. The mediating role of customer satisfaction on brand loyalty in relation to service quality and price among telecommunication companies ; Chapter 9. Unconscious branding: how emotional advertising affects the self-perception of women ; Chapter 10. Brand loyalty: customer's choice ; Chapter 11. Religion and consumer attitude ; Chapter 12. Role of sensory marketing in millennials' online food aggregator consumption patterns: a brand equity study -- Section 3. Customer engagement. Chapter 13. Understanding the power of sensory marketing in wine culture promotion: a case study on the globalized wine market in China ; Chapter 14. E-word of mouth and purchase intention: the mediating role of attitude towards social media advertising and consumer engagement ; Chapter 15. Emotionally engaging customers through storytelling ; Chapter 16. Customer engagement through emotional branding ; Chapter 17. Significance of brand perception in stimulating consumer engagement ; Chapter 18. Non-verbal communication ; Chapter 19. Impact of customer segmentation andcustomer loyalty with reference to big data ; Chapter 20. Normative concerns in neuromarketing ; Chapter 21. Shift in marketing trends in the current competitive scenario. 112年度臺灣學術電子書暨資料庫聯盟採購
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讀者標籤:
- 系統號: 000306469 | 機讀編目格式
館藏資訊

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.
摘要註
"This book presents research that communicates how brand image can be built through the usage of sensory marketing, enhancing brand recognition and generating brand loyalty with in-depth sensory marketing insights"--




