Abstract
Emotions play a very vital role in our everyday life and in everyday communication. In terms of today’s globalized world, it has become a real challenge of the companies to develop and foster rightly constructed marketing strategy which will have a positive emotional influence on the audience. Emotional branding or emotional marketing is a very recent term which is used within marketing communication that refers to the practice of building brands and companies that appeal and communicate directly to the consumers’ emotional states, needs, desires, beliefs and aspirations.
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Rostomyan, A. (2014). The Impact of Emotions in Marketing Strategy. In: Ternès, A., Towers, I. (eds) Internationale Trends in der Markenkommunikation. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-01517-6_9
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DOI: https://doi.org/10.1007/978-3-658-01517-6_9
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