IGI Global Driving Customer Appeal Through the Use of Emotional Branding (Advances in Marketing, Customer Relationship Management, and E-Services)

About the Author Ruchi Garg, BML Munjal University, India.Ritu Chhikara BML Munjal University, India.Tapan Kumar Panda BML Munjal University, India.Aarti Kataria Management Development Institute, India. Product Description The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales. Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.