Emotional Branding The shift in branding paradigm
An extensive amount of academic papers have acknowledged that consumers’ decision making process involves not only tangible but also intangible attributes (Copeland, 1925; Sharitt, 1992; Paul & Olson, 1994; Antonides & Raaij, 1998; Aakar, 1991; Kotler, 1996; Zaltman, 2003) However, the power...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2004
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| Online Access: | https://eprints.nottingham.ac.uk/24248/ |
| _version_ | 1848792732593553408 |
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| author | Chan, Mei Yan |
| author_facet | Chan, Mei Yan |
| author_sort | Chan, Mei Yan |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | An extensive amount of academic papers have acknowledged that consumers’ decision making process involves not only tangible but also intangible attributes (Copeland, 1925; Sharitt, 1992; Paul & Olson, 1994; Antonides & Raaij, 1998; Aakar, 1991; Kotler, 1996; Zaltman, 2003) However, the power of emotion has been largely neglected by most companies in the past few decades. Recently, as some practitioners recognised the shift of economy and increasing expectation derived from consumers, the branding focus has shifted from product-oriented to emotion oriented.
This research aims to illustrate the branding in a high involvement, complex decision making process in the property market in Hong Kong. It provides a guideline for future research to be conducted on different level of purchase involvement in order to compare the different degree of emotional branding impact in connecting consumers with the brands. As such, the focus of the research process was directed atadvertisements.Findings revealed that marketers are practicing emotional branding with an increasingly use of emotional attributes in the advertising message. The research from the consumer perspective to evaluate the effect of emotional value receives an encouraging response; corresponding to the literature finding that the market is increasingly emphasis on emotional and symbolic value. |
| first_indexed | 2025-11-14T18:49:05Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-24248 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:49:05Z |
| publishDate | 2004 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-242482017-12-26T00:32:39Z https://eprints.nottingham.ac.uk/24248/ Emotional Branding The shift in branding paradigm Chan, Mei Yan An extensive amount of academic papers have acknowledged that consumers’ decision making process involves not only tangible but also intangible attributes (Copeland, 1925; Sharitt, 1992; Paul & Olson, 1994; Antonides & Raaij, 1998; Aakar, 1991; Kotler, 1996; Zaltman, 2003) However, the power of emotion has been largely neglected by most companies in the past few decades. Recently, as some practitioners recognised the shift of economy and increasing expectation derived from consumers, the branding focus has shifted from product-oriented to emotion oriented. This research aims to illustrate the branding in a high involvement, complex decision making process in the property market in Hong Kong. It provides a guideline for future research to be conducted on different level of purchase involvement in order to compare the different degree of emotional branding impact in connecting consumers with the brands. As such, the focus of the research process was directed atadvertisements.Findings revealed that marketers are practicing emotional branding with an increasingly use of emotional attributes in the advertising message. The research from the consumer perspective to evaluate the effect of emotional value receives an encouraging response; corresponding to the literature finding that the market is increasingly emphasis on emotional and symbolic value. 2004 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/24248/1/ChanMeiYan.pdf Chan, Mei Yan (2004) Emotional Branding The shift in branding paradigm. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Chan, Mei Yan Emotional Branding The shift in branding paradigm |
| title | Emotional Branding The shift in branding paradigm |
| title_full | Emotional Branding The shift in branding paradigm |
| title_fullStr | Emotional Branding The shift in branding paradigm |
| title_full_unstemmed | Emotional Branding The shift in branding paradigm |
| title_short | Emotional Branding The shift in branding paradigm |
| title_sort | emotional branding the shift in branding paradigm |
| url | https://eprints.nottingham.ac.uk/24248/ |