Impact of Emotional Branding on Consumer Perceptions Melbourne

Question: Discuss about theImpact of Emotional Branding on Consumer Perceptionsfor Melbourne. Answer: Literature Review Introduction to the Review This review analyses various ways in which emotional branding effects the consumers perception. The review has employed different research methods to come up with factors impacting effectiveness of emotional branding. An Introduction to Emotional Branding The intensity of competition in an industry makes it difficult for main business main streams to make decisions concerning the counterparts (Lehtinen 2008)).The systematic development of consumer emotions and perceptions has, therefore, become an important concept for the companies. As the number of brands in the market increases, the organizations shift to the development and accurate positioning of strong brand identities in the mind of the customers thus forming connection to customers at emotional level. The system uses storytelling as the main approach which creates a long lasting relationship between the business and the customers as commented by various researches and academician. This system results into a lot of benefits such as fiscal and tangible benefits (Moore 1989).The marketers may find it difficult to tap the emotions of the customers, but there are a number of techniques associated with the process of emotional branding that may enable the marketers to penetrate thro ugh the emotional paradigm of the customers. Challenge related to the system is the intangible nature of emotions making emotional branding to define as a way of weaving of an overall pleasant customer experience around these emotions. Emotional Branding in the Clothing and Fashion Industry Fashion industries has got a lot of challenges in differentiating uniqueness of various brands. To solve this issue, the apparel and clothing companies are required to create deep and meaningful brand identities. It has been observed that a number of brands that operate in the fashion and sports apparel retail sector have included the element of brand personalities in their strategies (Hawkins and Coney 2004). The consistent and rapid changes in the needs and preferences of the customers along with the increase in the intensity of competition has triggered these brands to create flexible brand personalities that can change to address the changes in the personalities and cultural aspirations of the customers. Researchers therefore recommend creation of strong psychological bond to aid performance and enable companies to attain a sustainable competitive (Solomon et al. 2006). This has made several firms to adapt emotional branding and flexibility to cope with the changing cultural and social aspirations. Emotions in the Customer Purchase Processes Emotion is important tool in is selling as it is a language that can be understood by every individual in the world. Emotion is formed of feelings, thoughts, internal behaviour and external behaviours and it is both psychological and mental. It involves a stimulus which links the consumers, the business and the brand (Hammond 2008). This emotional link between the consumers and the brand is influenced by the specific needs, values, and preferences of the consumers of the present era. Companies therefore employ emotional branding in their adverts to generate strong emotions on the part of the customers and make the advertisement memorable, so as to enhance the purchase behaviour. The following section identifies how different components associated with the purchase process of the consumers can be influenced through the use of emotional branding (Steenkamp 1990). Emotional Branding and Consumer Perception Consumer Perception can be referred to as a series of steps that are undertaken by an individual for the purpose of selection, formatting and interpretation ofthe stimuli that are sent to consumers from the adverts and branding. Consumers tend to select strong stimuli to develop perception about the brands. These stimuli are created through smell, sound, sight, textures and tastes (Gobe? 2009). The company should therefore, Identify the unique emotional stimuli to which their target market reacts. Use these stimuli to develop an emotional connection with the customers. Send a strong message that is memorable and influences the customers to purchase the product. Ensure that customer that the values of the organization are in alignment with the values of the customers. Emotional Branding and the Purchase Decision of the Customers Studies on various markets reveals that when markets become saturated the desire to purchase a product and service becomes more important factor in the purchase decision as compared to the need to purchase a product depends on emotions (Gob 2001).Emotional branding can be used by the organizations in developing brands that have physical, rational, as well as emotional appeal. Fashion industry is saturated with a brand which requires creation of symbols to capture consumers perception. These are supported by the images, visions, and sensations that are associated with these symbols. When the psychological as well as the emotional state of the customers are triggered by the external stimuli based on these symbols, the customers are most likely to alter their perceptions as well as purchase decisions as per the stimuli that is sent by the marketer (Alsop 1988).).As evident from the above mentioned analysis of literature, consumer behaviour and perception is impacted by the use of emotio nal branding. This research, therefore, aims testing the following hypothesis: H1: Emotional branding has a positive impact on customer perceptions regarding Nike. H2: Emotional branding increases customer loyalty regarding Nike. Conclusion The analysis of literature indicated that unlike the consumers of previous times, modern day consumers place great value on the emotional satisfaction that they gain from the consumption of a product or service (Aaker 2005)). The process of emotional branding, therefore, can aid the organizations in shaping the perceptions of the customers and improving their loyalty as well. References Aaker, D. (2005).Strategic market management. New York: Wiley. Alsop, R. (1988). Drug and alcohol clinics vie for patients.Wall Street Journal, 39(2), pp.219-230. Gob, M. (2001). Emotional branding: the new paradigm for connecting brands to people.Choice Reviews Online, 39(07), pp.39-4068-39-4077. Gobe?, M. (2009).Emotional branding. New York: Allworth Press. Grisaffe, D. and Nguyen, H. (2011). Antecedents of emotional attachment to brands.Journal of Business Research, 64(10), pp.1052-1059. Hammond, J. (2008).Branding your business. London: Kogan Page Ltd. Hawkins, D., Best, R. and Coney, K. (2004).Consumer behaviour. Boston: McGraw-Hill Irwin. Lehtinen, (2008).The Resurrection of Finnish Fashion - Embassy of Finland, Ottawa: Current Affairs. [Online] Finland.ca. Available at: https://www.finland.ca/public/default.aspx?contentid=151976 [Accessed 6 Aug. 2016]. Moore, D. (1989). Advertising that makes the brain itch. Journal of Consumer Research, 22(4), pp.124-144. Shimp, T. (1981). Attitude toward the AD as a Mediator of Consumer Brand Choice.Journal of Advertising, 10(2), pp.9-48. Solomon, M., Askegaard, S. and Bamossy, G. (2006).Consumer behaviour. Harlow, England: Financial Times/Prentice Hall. Steenkamp, J. (1990). Conceptual model of the quality perception process.Journal of Business Research, 21(4), pp.309-333.