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Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing

Monika Gupta, Priya Jindal, Shubhi Bansal (Herausgeber)

Media-Kombination

298 Seiten

2022
IGI Global
978-1-6684-5901-0 (ISBN)

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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.

Dr. Monika Gupta is serving as Associate Professor (Marketing and General Management) in Chitkara Business School, Chitkara University, Punjab, since November 2021. She has a Ph.D. (Management), MBA (Marketing), UGC-NET (Management), B.Sc. (General), B.Ed. with thirteen years of academic experience and four years of corporate experience. She has eight papers published in SCOPUS and one paper in ABDC ‘C’ Listed journal, of which one is titled 'Neuromarketing An Emerging Domain in the Formal Education System'. One Edited book titled by IGI Global ‘Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing’ is under process. Another book proposal on ‘Applications of Metaverse in Neuromarketing’ has been approved recently by IGI Global. She has delivered Value Added Courses on Neuromarketing and Consumer Neuroscience. She has filed two patents. Priya Jindal is currently working as an Associate Professor at Chitkara Business School, Chitkara University, Punjab, India and holds a master's degree in commerce and economics. She earned her doctorate in management. She has contributed approx. 15 years in teaching. She supervised four Ph.D. research scholars and two M.Phil candidates. There are numerous research papers to her credit in leading journals among them six research paper has been published in Scopus Indexed Journal. Her areas of research included measuring financial and operational efficiency in Indian banks, assessment of NPA’s in Indian Banks, Impact of information technology in the Indian Banking Sector. She has filed more than 12 patents and one copyright. Shubhi Bansal received the B.Tech. degree in computer science and engineering from Guru Gobind Singh Indraprastha University (GGSIPU), Delhi, India. She is currently pursuing a Ph.D. degree with the Department of Computer Science and Engineering, Indian Institute of Technology (IIT) Indore, Indore, India. Her research interests include natural language processing, social network analysis, deep learning, and artificial intelligence.

Erscheint lt. Verlag	9.12.2022
Reihe/Serie	Advances in Marketing, Customer Relationship Management, and E-Services
Verlagsort	Hershey
Sprache	englisch
Maße	216 x 279 mm
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Themenwelt	Wirtschaft ► Volkswirtschaftslehre ► Mikroökonomie
ISBN-10	1-6684-5901-9 / 1668459019
ISBN-13	978-1-6684-5901-0 / 9781668459010
Zustand	Neuware