Relevant bibliographies by topics / Emotional marketing

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Emotional marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 25 July 2025

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Journal articles on the topic "Emotional marketing"

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Chen, Siyu. "The Impact of Emotional Marketing on Consumers' Purchase Intention: A Case Study of Jellycat." Advances in Economics, Management and Political Sciences 83, no. 1 (2024): 285–91. http://dx.doi.org/10.54254/2754-1169/83/20240763.

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This study examines the context of the 21st century where markets are bombarded with a plethora of products. Marketers want to promote their products. However, it is a thing of the past when the quality of a product alone can make customers buy it. As people's standard of living rises, customers will always be attracted to products that connect with them emotionally. Salespeople are realizing that for them to position and sell their products, they need to understand what consumers want and how they can emotionally resonate with them. Consequently, in the 21st century, a new marketing approach
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Guo, Ziyuan. "Emotional Marketing and Consumer Behavior." Advances in Economics, Management and Political Sciences 81, no. 1 (2024): 266–72. http://dx.doi.org/10.54254/2754-1169/81/20241703.

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In today's marketing landscape, Emotional Marketing has become a significant strategy that surpasses conventional functional marketing by establishing a direct emotional connection with consumers. Brands and companies seek to form authentic emotional ties with the vast consumer base by crafting emotional stories and experiences rather than simply promoting products or services. The implications of this emotional connection on consumer behavior are immense. Consumers' purchasing decisions, brand loyalty, and overall interaction with the brand can be significantly influenced by emotional marketi
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Gladson Nwokah, N., and Augustine I. Ahiauzu. "Emotional intelligence and marketing effectiveness." Marketing Intelligence & Planning 27, no. 7 (2009): 864–81. http://dx.doi.org/10.1108/02634500911000199.

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Gould, B. "Emotional capital and internal marketing." Antidote 3, no. 8 (1998): 34–37. http://dx.doi.org/10.1108/eum0000000006613.

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Kidwell, Blair, David M. Hardesty, Brian R. Murtha, and Shibin Sheng. "Emotional Intelligence in Marketing Exchanges." Journal of Marketing 75, no. 1 (2011): 78–95. http://dx.doi.org/10.1509/jm.75.1.78.

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Kidwell, Blair, David M. Hardesty, Brian R. Murtha, and Shibin Sheng. "Emotional Intelligence in Marketing Exchanges." Journal of Marketing 75, no. 1 (2011): 78–95. http://dx.doi.org/10.1509/jmkg.75.1.78.

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Higgins, Leighanne. "Psycho-emotional disability in the marketplace." European Journal of Marketing 54, no. 11 (2020): 2675–95. http://dx.doi.org/10.1108/ejm-02-2019-0191.

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Purpose Through adoption of the psycho-emotional model of disability, this study aims to offer consumer research insight into how the marketplace internally oppresses and psycho-emotionally disables consumers living with impairment. Design/methodology/approach This paper draws insight from the interview data of a wider two-year interpretive research study investigating access barriers to marketplaces for consumers living with impairment. Findings The overarching contribution offers to consumer research insight into how the marketplace internally oppresses and psycho-emotionally disables consum
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Renwarin, Joseph M. J., and Ferry Kamalsyah. "Pengaruh Content Marketing Terhadap Minat Beli Dan Emotional Marketing Sebagai Variabel Intervening." STREAMING 3, no. 1 (2024): 109–19. http://dx.doi.org/10.53008/streaming.v3i1.3554.

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Pocari Sweat advertises using anime media and gets 15 million views on YouTube, from the pre-survey it is known that respondents are interested in anime advertising rather than the advertising product. This study aims to find out how much Content Marketing has an effect on Purchase Intention, how much Content Marketing has an effect on Emotional Marketing, how much Emotional Marketing has an effect on Purchase Intention and how much Emotional Marketing intervenes in the influence of Content Marketing on Purchase Intention. This research method uses a quantitative approach method and the Probab
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BEHRA., PRAGYANRANI. "Study on Impact of Marketing Strategy on Consumer of Amul Products." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04353.

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Abstract In today’s dynamic and highly competitive marketplace, emotional branding has emerged as a vital strategy for building meaningful consumer relationships. Unlike traditional marketing, which focuses primarily on functional benefits and features, emotional branding centers on evoking emotional responses, thereby fostering deeper brand loyalty and trust. This research investigates how brand storytelling, a powerful tool within emotional branding, influences consumer purchase decisions across different demographics and industries. The study adopts a mixed-methods approach, incorporating s
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Maguire, Louise, and Susi Geiger. "Emotional timescapes: the temporal perspective and consumption emotions in services." Journal of Services Marketing 29, no. 3 (2015): 211–23. http://dx.doi.org/10.1108/jsm-02-2014-0047.

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Purpose – This study aims to examine how the temporal aspect of service consumption impacts the emotions that are created within consumers during service encounters. Design/methodology/approach – The authors adopted mobile phone or ‘SMS’ diaries to capture the emotions that participants experienced at the very moment they were being felt or ‘in-vivo’. The study included thirteen different services including both ‘brief’ and ‘extended service transactions’. Findings – The study suggests that the temporal perspective is a dominant cause of consumption emotions in services, influencing consumers’
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Dissertations / Theses on the topic "Emotional marketing"

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Blossom, Dudley. "Theoretical, methodological and analytical methods for exploring emotional episodes: Applications to consumption emotions and emotional satisfaction." Diss., The University of Arizona, 2001. http://hdl.handle.net/10150/279998.

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Research in consumption behavior often assumes emotion to be an antecedent or consequence of consumption rather than an integral part of consumption as it occurs. Psychological approaches to emotion often magnify this issue by using a cognitive model focussed on emotion as an outcome. This paper proposes a conceptualization of emotion as a process and an integral part of the consumption experience, perhaps even the reason for the experience. The focus is not specifically on emotional outcomes and their subsequent impact on behavior but on the process by which we experience emotion in a consump
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Nováková, Michaela. "Emoční marketing a jeho uplatnění v TV reklamě." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359734.

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The aim of this master´s thesis is to analyse the application of emotions in TV advertisement. The theoretical part is focusing on importace of emotions for human and its impact on consumer behavior. The thesis also describes the emotions and its use in marketing communication. Thesis also explains how to built positive association with brand through the emotions, moreover the methods how to measure the emotions. The practical part of the thesis is focusing on content analysis of TV advertisement. The analysis introduces some of the product cathegories. The aim of this analysis is to confirm o
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Alaverdyan, Zarzand. "Emotional aspect of branding in b2b marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-76137.

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In today's world where it is becoming ever trickier to differentiate one product from another, it is even more significant to have the support of an influential brand. Obvious definitions of brand strategy are a foundation for successful management. Keeping in mind that the most ignored marketing opportunity in the Business to Business arena is the formation of a strong brand show the way to the requirement to have a clear basis for distinction. The significance of a categorization outside the B2B and B2C dichotomy is that it better explains the difficulty in the world of brands, as well as th
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Bilotti, Katie. "Emotional Brand Attachment: Marketing Strategies for Successful Generation." Scholarship @ Claremont, 2011. http://scholarship.claremont.edu/cmc_theses/273.

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Modern society is structured around consumption. The climate of the current consumer culture is one of intense competition. In order to differentiate their brands and products, companies are beginning to focus on differentiating their brands on the basis of distinctive emotional, rather than functional, characteristics. Emotional brand attachment is defined as the bond that connects a consumer with a specific brand by involving feelings of affection, passion, and connection. When established, emotional brand attachment is a powerful tool for building brand equity and influencing the purchasing
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Bae, Su Yun. "A Role for Emotion in Social Influences on Ambivalence: Emotional Intelligence and Agreement Effects on Subjective Ambivalence." The Ohio State University, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=osu1503070076203553.

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Park, Hyeyoung Helen. "Determinants on Mechanism of Emotional Marketing| Emotional Intelligence, Perception of Emotional Labor' Action, Efficacy and Customer' Coping Strategy on Customer Satisfaction." Thesis, Oklahoma State University, 2013. http://pqdtopen.proquest.com/#viewpdf?dispub=3598952.

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<p> This study was to examine to identify the determinants on mechanism of emotional marketing in the restaurant business. The previous studied mostly examined to find out the service failure from the service qualities by service employees and by the service facilities. Limited studies were conducted to identify the service failure based on the emotional relationships among customers' emotional intelligence, and interactions to recover service failure from emotional labors as well as from customers. </p><p> The purposes of this study were conducted three steps. First, this study examined to
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Mitchell, Lorianne D. "Emotional Reactions to Organizational Change." Digital Commons @ East Tennessee State University, 2013. https://dc.etsu.edu/etsu-works/3052.

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Hedgren, Vickie, and Angelica Persson. "Swedish consumers say: -" Subliminal marketing is smart marketing!"." Thesis, Högskolan i Halmstad, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-29814.

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Title: Swedish consumers say – ”Subliminal marketing is smart marketing!” Authors: Vickie Hedgren and Angelica Persson Adviser: Klaus Solberg Søilen Level: Dissertation in Marketing, 15 ECTS, Spring 2015 Keywords: Subliminal, Messages, Advertising, Advertisement, Neuromarketing, Psychology, Subconscious, Primal instincts, Subliminal techniques, Ethics, Acceptance, Emotional Connection Purpose: The purpose of this dissertation is to find out what Swedish consumers think about marketing that is meant to influence their subconscious in their decision making, with a focus on subliminal messages, a
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Alt, Melanie. "Emotional Responses to Color Associated with an Advertisement." Bowling Green State University / OhioLINK, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1206377243.

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Spratt, Ashley Price. "Green with emotion the effect of negative emotional appeal intensity on cognitive processing of environmental PSAs /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5680.

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Thesis (M.A.)--University of Missouri-Columbia, 2008.<br>The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 14, 2009) Vita. Includes bibliographical references.
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Books on the topic "Emotional marketing"

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Design Management Institute (Boston, Mass.), ed. Brandjam: Humanizing brands through emotional design. Allworth Press, 2007.

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Gobé, Marc. Emotional branding: The new paradigm for connecting brands to people. Allworth Press, 2009.

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Gobé, Marc. Emotional branding: The new paradigm for connecting brands to people. Allworth Press, 2009.

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Hellman, Anne. Marc Gobé and Joël Desgrippes on emotional brand experience. Rockport Publishers, 2007.

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Hellman, Anne. Marc Gobé and Joël Desgrippes on emotional brand experience. Rockport Publishers, 2007.

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Luce, Mary Frances. Emotional decisions: Tradeoff difficulty and coping in consumer choice. MJCR, 2001.

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Hellman, Anne. Marc Gobé and Joël Desgrippes on emotional brand experience. Rockport Publishers, 2007.

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Fukuda, Shuichi. Emotional Engineering vol. 2. Springer London, 2013.

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Bosworth, Michael T. What great salespeople do: The science of selling through emotional connection and the power of story. McGraw-Hill, 2012.

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Raether, Edie. Forget Selling! Electronic & Database Publishing, Inc., 2008.

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Book chapters on the topic "Emotional marketing"

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Chan, Eugene Y. "Emotional Marketing." In Consumer Behavior in Practice. Springer Nature Switzerland, 2024. http://dx.doi.org/10.1007/978-3-031-50947-6_5.

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Batat, Wided. "Emotional touchpoints." In Experiential Marketing. Routledge, 2019. http://dx.doi.org/10.4324/9781315232201-9.

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Hermann, Julia. "Emotional Ethnic Marketing." In German-Turkish Perspectives on IT and Innovation Management. Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-16962-6_28.

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Aksoy, Lerzan, Timothy L. Keiningham, Alexander Buoye, and Joan Ball. "The Emotional Engagement Paradox." In Customer Engagement Marketing. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-61985-9_13.

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Ingwer, Mark. "The Hidden Emotional Needs behind Our Decisions." In Empathetic Marketing. Palgrave Macmillan US, 2012. http://dx.doi.org/10.1007/978-1-137-51200-0_2.

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Hutter, Katharina, and Stefan Hoffmann. "Emotional Mapping als grafisches Kontrollinstrument." In Professionelles Guerilla-Marketing. Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-06779-3_13.

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Navarro, Andres, Catherine Delevoye, and David Oyarzun. "Emotional Platform for Marketing Research." In Smart Innovation, Systems and Technologies. Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-39345-2_43.

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Hansen, Flemming. "Emotional Responses to Marketing Communication." In Handbuch Kommunikation. Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8078-6_27.

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Schwarz, Eric C., Kyle J. Brannigan, Kevin P. Cattani, and Jason D. Hunter. "Emotional Intelligence In Sport Marketing." In Advanced Theory and Practice in Sport Marketing, 4th ed. Routledge, 2022. http://dx.doi.org/10.4324/9781003230717-20.

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Horňák, Pavel. "Humour—The Strongest Emotional Appeal in Advertising." In Strategic Innovative Marketing. Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-33865-1_33.

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Conference papers on the topic "Emotional marketing"

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Anggia, Pinkie, and Kaoru Sumi. "Enhancing Persuasion Through Emotional Elicitation in Digital Marketing: A Cross-Cultural Comparative Study." In 2024 IEEE 48th Annual Computers, Software, and Applications Conference (COMPSAC). IEEE, 2024. http://dx.doi.org/10.1109/compsac61105.2024.00336.

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Prihatna, Kusumah Arif, Dotty Wimpertiwi, Isana Wikrama, and Adhi Bawono. "The Role of Social Media Marketing in Mediating Emotional Appeal and Information Usefulness from eWOM on Buying Behavior." In 2024 International Conference on Information Management and Technology (ICIMTech). IEEE, 2024. https://doi.org/10.1109/icimtech63123.2024.10780903.

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Shagyrov, Maksat, and Pakizar Shamoi. "Color and Sentiment: A Study of Emotion-Based Color Palettes in Marketing." In 2024 Joint 13th International Conference on Soft Computing and Intelligent Systems and 25th International Symposium on Advanced Intelligent Systems (SCIS&ISIS). IEEE, 2024. https://doi.org/10.1109/scisisis61014.2024.10759889.

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Gümüş, Ahmet Ergun, and Nilgün Gürkaynak. "Setting the Research Agenda: Emotion Recognition Tools for AI-Generated Marketing and CRM." In 2024 Medical Technologies Congress (TIPTEKNO). IEEE, 2024. http://dx.doi.org/10.1109/tiptekno63488.2024.10755274.

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Darie, Tatiana. "The role of emotional marketing for an enterprise." In Simpozion stiintific al tinerilor cercetatori, editia 20. Academy of Economic Studies of Moldova, 2023. http://dx.doi.org/10.53486/9789975359030.35.

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For attracting customers, companies have begun to use emotional marketing. Emotional marketing through a singular emotion, like happiness, sadness, anger, or fear makes the clients notice, remember, share and buy goods. The objective of this research is to determine the importance of using emotional marketing techniques to ensure the success of companies.
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Išoraitė, Margarita, and Daiva Aktas. "Study of the impact of sensory marketing on consumer behavior." In 14th International Scientific Conference „Business and Management 2024“. Vilnius Gediminas Technical University, 2024. http://dx.doi.org/10.3846/bm.2024.1172.

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Sensory marketing is easy to manage and understand and is based on emotional and behavioral actions that are ideal for selling products and services. These are the actions that, through corporate marketing and design, create positive emotions and experiences for the consumer or consumer who associates sight, smell, taste, hearing and touch with the brand. It uses one or more of the user’s senses to entice and attract them to a product and service to become a customer. The article aims to investigate the expert’s opinion on how sensory marketing affects consumers. The article was prepared based
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Leila, Dr Hamdada, and Dr Benkouider Amina. "THE IMPORTANCE OF THE EMOTIONAL DIMENSION IN PRODUCTS DESIGN." In III. The International Research Scientific Congress of Humanities and Social Sciences. Rimar Academy, 2023. http://dx.doi.org/10.47832/ist.con3-1.

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The current study aims to highlight the importance of the emotional and affective aspects in products design, as design based on emotions is a relatively recent trend in the field of product design, and it stems from the idea that the contemporary consumer no longer cares only about the product and its content or function, but rather what it raises Products of positive emotions motivate him and improve his quality of life (of course along with the functional requirements of the product). The emotional dimension of the product would be an important factor in the success of marketing the product
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Özmen, Alparslan. "An Emotional Approach to City Branding: Experiential Marketing." In International Conference on Eurasian Economies. Eurasian Economists Association, 2016. http://dx.doi.org/10.36880/c07.01753.

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Nowadays, transportation, communication, technology and scientific developments are rapidly changing all areas. Consumers have been changed by the intensification of rivalry. Businesses have to produce proper products and services by giving more attention to changing consumer demands and needs against this rivalry. So, the experience economy is seen to take the place of the service economy. In this context, marketing strategies rather than selling products and services varies as to ensure consumer experience. Thus, the experience economy is starting with proposing products and services as a th
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Liu, Yilan. "Emotional Impact of Marketing Account on Public." In 2nd International Conference on Language, Art and Cultural Exchange (ICLACE 2021). Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.210609.043.

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Sliburytė, Laimona, and Jérémy Le Ny. "The Influence of Sensory Marketing: a Study of Atmospheric Factors and Consumer Response." In Contemporary Issues in Business, Management and Education. Vilnius Gediminas Technical University, 2017. http://dx.doi.org/10.3846/cbme.2017.109.

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This paper focuses on the sensory marketing that wants to be a marketing tool which influences the mood and consumer behavior. The consumer is not looking only for buying a product or a service alone, but he is seeking an emotional and unique experience around what he buys. In line with previous studies, our survey study reveals how consumers evaluated the atmosphere of restaurants through the cognitive and emotional reactions. A synergy makes the internal response (cognitive and/or emotional) of the customer-facing the stimuli of the atmosphere, superposition of the four senses (sound, sight,
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Reports on the topic "Emotional marketing"

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Nava Marron, Sofia Gabrielle. Exploring Gender Stereotypes in Alcohol Marketing Across Decades. Florida International University, 2025. https://doi.org/10.25148/fiuurj.3.1.11.

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This study examines the evolution of gender stereotypes and emerging gender roles in alcohol marketing over the past century, with a distinctive methodological approach, analyzing advertisements spanning 100 years. By incorporating LGBTQ+ representations alongside traditional gender portrayals, this research provides a comprehensive historical perspective on how advertising strategies have shaped and responded to societal changes. The study employs a detailed content analysis of alcohol advertisements from the 1920s to the present, focusing on emotional appeal, projected values, geographic tar
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Ingram, Keisha LaRaine, Dorsa Dorbahani, Anzhela Sargsyan, and Mannhas Kamble. Promotion of Luxurious Cosmetics Through Emotion Manipulation. Vilnius Business College, 2024. https://doi.org/10.57005/ab.2024.3.2.

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Considering the rising importance of emotions in influencing the purchase decisions of consumers, this research highlights emotions and the ways in which they impact the purchase behaviour. This is significant regarding information the marketers use to develop the strategies and practices for targeting consumer emotions, which ineffectively influence their purchase decisions for luxury cosmetics products. Indeed, this a challenge that marketers have faced in correctly aligning their marketing mix strategies to connect with these consumer groups. Conventional marketing strategies used to captur
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Oleksiuk, Vasyl P., and Olesia R. Oleksiuk. Exploring the potential of augmented reality for teaching school computer science. [б. в.], 2020. http://dx.doi.org/10.31812/123456789/4404.

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The article analyzes the phenomenon of augmented reality (AR) in education. AR is a new technology that complements the real world with the help of computer data. Such content is tied to specific locations or activities. Over the last few years, AR applications have become available on mobile devices. AR becomes available in the media (news, entertainment, sports). It is starting to enter other areas of life (such as e-commerce, travel, marketing). But education has the biggest impact on AR. Based on the analysis of scientific publications, the authors explored the possibilities of using augme
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Vaskivskyj, Yurij. Branding in journalism: prospects for operation. Ivan Franko National University of Lviv, 2022. http://dx.doi.org/10.30970/vjo.2022.51.11395.

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The article analyzes the branding process in the context of the development of individual units of journalism. After all, in the current conditions of competition in the Ukrainian information space, it is important to apply and master new technologies for the development and promotion of media resources in the media market. The history of branding is presented and it is noted that branding is the key to the success of each media brand in using the necessary tools and technologies, which involves the branding process. It is necessary to know and understand not only the basic laws of branding, b
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