Emotional Branding The shift in branding paradigm
Chan, Mei Yan (2004) Emotional Branding The shift in branding paradigm. [Dissertation (University of Nottingham only)] (Unpublished)
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.
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