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| Author: | Woods, R. |
| Title: | Exporing the emotional territory for brands |
| Journal: | Journal of Consumer Behaviour
2004 : JUN, VOL. 3:4, p. 388-403 |
| Index terms: | Brands Emotions Marketing management Positioning |
| Language: | eng |
| Abstract: | Brand marketing is in the business of selling emotional connections rather than product benefits. Thus, because there is relatively small number of primary emotions brands in the same categories end up having the same sort of emotions. Therefore key questions to be asked about these brands should be: What kind of connecting, empowerment or maturity? This article examines these different emotional territories trough using research stimulus that can actively help respondents to make the sort of fine distinctions in the world of emotional territories that they would never be able to make their own. |
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