Emotional Branding Pays Off: How Brands Meet Share of Requirements through Bonding, Companionship, and Love
John Rossiter
University of Wollongong
Steve Bellman
Interactive Television Research Institute/Murdoch University
Management slant
- "Emotional branding," which now rivals the traditional "USP" approach for many products and services, is shown overall to be equally effective for increasing the brand's purchase share of requirements (SOR%).
- However, the specific emotions of trust, bonding, resonance, companionship, and love differ vastly in their SOR "payoff" across product categories—sometimes doubling SOR and at other times not helping at ...