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Journal of Brand Management

, Volume 14, Issue 5, pp 410–421 | Cite as

Building the service brand by creating and managing an emotional brand experience

  • Sharon Morrison
  • Frederick G Crane
Paper

Abstract

Most marketers point to product brands in discussing the use of customer emotions in building strong brands. It is, however, proposed here that emotions play an even more powerful role in the customer's selection, satisfaction and loyalty toward service brands. This paper discusses why marketers of service brands need to understand the emotional dynamics involved when a customer selects and decides to continue to use a service brand. It also provides practical guidance for how marketers can build strong service brands by creating and managing emotional brand experiences. Such brand experiences lead to brand loyalty, active referral of the brand and increased profitability for the brand.

Keywords

emotion service brands emotional brand experience customer selection customer loyalty 

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Copyright information

© Palgrave Macmillan 2007

Authors and Affiliations

  • Sharon Morrison
    • 1
  • Frederick G Crane
    • 1
  1. 1.College of Business, Northeastern UniversityBostonUSA

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