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Chapter 5 Leveraging Emotions in Value Management of Brands and Products

Functionality, Intentionality and Morality

ISBN: 978-0-7623-1414-0, eISBN: 978-1-84950-487-4

Publication date: 18 July 2007

Abstract

In a world where companies create multiple brand and product features and use technology to continuously improve the appeal and delivery of their offering, a perception that high tech characteristics are sufficient to attract customers and build loyalty for the company is a common misconception. In reality, the emotional aspects of the customer–brand/product bond are critical and must be factored into strategic decisions. Holbrook and Batra (1987a) suggest that consumers seek emotional value and benefit from brand/product and that these emotional ties may exceed the value derived from technology. While research turns attention to investigate emotions within this brand/product relationship, questions arise regarding possible levers that can be engaged to trigger this emotional relationship. In an effort to understand this complex issue, a review of literature on emotions and strategy, framed, as value management will be discussed and the role that emotions play in the customer–brand/product bond will be addressed. In addition, this discussion moves to understand which design element can possibly meet this challenge. Is it possible that color and its established link to emotions could prove strong enough to be a strategic lever?

Citation

Harrington, L.J. (2007), "Chapter 5 Leveraging Emotions in Value Management of Brands and Products", Härtel, C.E.J., Ashkanasy, N.M. and Zerbe, W.J. (Ed.) Functionality, Intentionality and Morality (Research on Emotion in Organizations, Vol. 3), Emerald Group Publishing Limited, Leeds, pp. 121-140. https://doi.org/10.1016/S1746-9791(07)03005-2

Publisher

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Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited