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


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.

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1an MBA student working with Dr Crane at the University of New Hampshire. She is currently employed in the high-tech sector in the state of New Hampshire. In addition to an MBA, she also has a master's degree in psychology.

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Morrison, S., Crane, F. Building the service brand by creating and managing an emotional brand experience. J Brand Manag 14, 410–421 (2007).

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  • emotion
  • service brands
  • emotional brand experience
  • customer selection
  • customer loyalty