Promoting brand gratitude through unique emotional connection: a qualitative study
ISSN: 1352-2752
Article publication date: 7 July 2023
Issue publication date: 1 November 2023
Abstract
Purpose
A growing challenge for organizations is to keep their brand relevant and connected to consumers. This can be achieved by connecting the consumer not only through conventional lines but also through means of developing emotional bonding, leading to brand gratitude. This study aims to develop a conceptual model by identifying a set of components and establishing a probable linkage between them for the development of brand gratitude.
Design/methodology/approach
A qualitative study involving three focus group discussions with industry experts was conducted to identify the brand elements that can help build a strong emotional connection between the brand and customers, leading to brand gratitude.
Findings
The study identified the different brand elements and their relative influence on building the consumer-brand emotional connection. These components were then incorporated into a conceptual model for creating a “Unique Emotional Connection” (UEC). The outcome of the UEC model is enhanced and long-lasting association of the brand through brand gratitude.
Originality/value
An integrated study to understand the different elements influencing customer-brand emotional connection is rare. Also, papers studying the role of gratitude in brand management are limited. This study has tried to address these gaps through a conceptual framework that can help marketing practitioners to develop a long-lasting customer-brand relationship.
Keywords
Acknowledgements
The authors want to thank everyone who participated in this study for their time and willingness to share their experiences. Their contributions have been invaluable in assisting them in comprehending the subject and drawing relevant conclusions. Following that, they would like to thank the anonymous referees for their insightful comments that helped to improve the paper’s quality. The authors additionally are appreciative to the journal’s Editor and Associate Editor for their assistance from the submission to the acceptance of their research paper.
Citation
Bhattacharya, S. and Dalal, A. (2023), "Promoting brand gratitude through unique emotional connection: a qualitative study", Qualitative Market Research, Vol. 26 No. 5, pp. 534-554. https://doi.org/10.1108/QMR-04-2022-0060
Publisher
:Emerald Publishing Limited
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