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Full-Text Articles in Social and Behavioral Sciences
Emotional Branding Pays Off: How Brands Meet Share Of Requirements Through Bonding, Companionship, And Love, John Rossiter, Steven Bellman
Emotional Branding Pays Off: How Brands Meet Share Of Requirements Through Bonding, Companionship, And Love, John Rossiter, Steven Bellman
John Rossiter
Emotional branding is defined here as the consumer’s attachment of a strong, specific, usage-relevant emotion—such as Bonding, Companionship, or Love—to the brand. The present large-scale survey of buyers of frequently purchased consumer products finds that, for such products, full-strength emotional branding is attained among, at most, only about 25 per cent of the brand’s buyers but that, if attained, it pays off massively in terms of personal share of purchases. Emotional branding may well be more widely effective for high involvement, positively motivated products (not surveyed here). It seems that advertising can generate the expectancy of strong, specific, emotional attachment, …
Keynote Address: Cognitive, Emotional, And Hard-Core Behaviourism As Theoretical Paradigms For Consumer Behaviour, John R. Rossiter
Keynote Address: Cognitive, Emotional, And Hard-Core Behaviourism As Theoretical Paradigms For Consumer Behaviour, John R. Rossiter
John Rossiter
When Paula asked me to be the keynote speaker at this conference, I naturally wanted to pick a big, important topic that was relevant to consumer researchers, you, the audience. I am working on three big topics at the moment, between editions of the Rossiter and Percy textbook. One topic is marketing knowledgewhat it is and how we can test it. I have a large ARC grant for that one. A second topic is a new procedure for the measurement of marketing constructs-a replacement for the narrow Churchill procedure that everyone seems to follow. Some of you have seen working …