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Title: The influence of the emotional branding at the consumers
Authors: Vartanova, Olena
Korol, Inna
Вартанова, Олена Вікторівна
Король, Інна Віталіївна
Keywords: brand;emotional branding;features;branding process;rationality and irrationality of the brand
Issue Date: 2020
Publisher: Innovative Solutions in Modern Science
Abstract: The main idea of this work is to substantiate the influence of the emotional component of the brand on customers. The connection of the emotional perception at the brand with consumers is presented, the essence of the emotional component of the brand is revealed. The brand features formation, as well as the characteristic features of emotional branding, are considered. The emotional profile of the target audience is investigated, the benefits of the product that correspond to the emotional inquiry, values , and interests at the conscious or unconscious level are found.
ISSN: 2414-634X
DOI: 10.26886/2414-634X.2(38)2020.1
Issue: 2(38)
First Page: 5
End Page: 13
Appears in Collections:Наукові роботи студентів та аспірантів (ФЕУ)

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