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Intervention strategies are designed by policymakers to impact people by effectively changing the environment in which people make decisions. Many government-led agencies and nongovernmental organizations promote behavioral change by adopting social marketing strategies. Social marketing uses the application of commercial ideas to influence the voluntary behavior of individuals. Under these circumstances, this study aims to examine the effect of these emerging brand-building techniques social marketing especially in public campaign.

This descriptive study collected opinions related to the constructs from 324 respondents across India. This study used statistical package for the social science and Smart partial leased square software to test the validity of the hypotheses.

The results of this study indicate that when the campaigns target the emotional state of the consumer, he or she crosses all boundaries like physical attributes, service parameter or even any form of assessment and provides incremental value to the campaign, thus forming a favorable behavior.

This study provides insights on how emotional branding can be used for better involvement and relationship building, which leads to long-term engagement with the customers. The marketers can also get facilitated through this study by developing a new perspective of creating their advertisements through emotional branding techniques, especially with a focus on corporate social responsibility in the global environment.

In recent times, marketers have adopted a new communication strategy to build their brand through promotions that might appeal directly to customer’s emotional state, popularly termed as “emotional branding.” This new communication strategy aims at creating and nurturing a relationship between the consumer and the brand by accumulating memories, emotions, personal narratives and expectations.

While much empirical work has centered on marketing effectiveness, the generalizability of its relationship to emotional intelligence in the Nigerian context has been under‐researched. The purpose of this paper is to assess the impact of emotional intelligence on the marketing effectiveness of the organization.

A 31‐item survey questionnaire is developed and 108 corporate organizations in Nigeria are selected from the 2007 edition of the Nigerian Stock Exchange Gazette as a sample for this study. Hand delivery survey is conducted from key informants in the organizations. Returned instruments are analyzed using non‐parametric correlation through the use of the Statistical Package for Social Sciences.

The results of the study validate the instruments on emotional intelligence and the earlier instruments for marketing effectiveness and find a strong association between emotional intelligence and marketing effectiveness of corporate organizations in the Nigerian context. The main finding is that emotional intelligence leads to marketing effectiveness in corporate organizations in Nigeria.

The implications of the results are clear for scholars and managers. For managers, the paper has implications for the investigation of the link between emotional intelligence and marketing effectiveness of corporate organizations in Nigeria. In the first place, the paper provides a direct test of the applicability of a western paradigm to the Nigerian economic system different from other cultures.

The paper significantly refines the body of knowledge concerning the impact of emotional intelligence on marketing effectiveness in the Nigerian context. It will, without doubt, contribute to the body of existing literature on emotional intelligence and marketing effectiveness.

The ever-growing popularity of social media platforms is evidence of consumers engaging emotionally with these brands. Given the prominence of social media in society, the purpose of this paper is to understand social media platforms from a “brand” perspective through examining the effect of consumers’ emotional attachment on social media consumer-based brand equity (CBBE).

This paper develops a model that outlines how emotional brand attachment with social media explains social media CBBE via shaping consumer perceptions of brand credibility and consumer satisfaction. An online survey of 340 Australian social media consumers provided data for empirical testing. The inclusion of multiple context-relevant covariates and use of a method-variance-adjusted data matrix, as well as an examination of an alternative model, adds robustness to the results.

The findings of this paper support the conceptual model, and the authors identify strong relationships between the focal variables. A phantom model analysis explicates specific indirect effects of emotional brand attachment on CBBE. The authors also find support for a fully mediated effect of emotional brand attachment on social media brand equity. Further, they broaden the nomological network of emotional brand attachment, outlining key outcomes.

This paper offers a conceptual mechanism (a chain-of-effects) of how consumer emotional brand attachment with social media brands translates into social media CBBE. It also finds that a brand’s credibility as well as its ability to perform against consumer expectations (i.e. satisfaction) are equally effective in translating emotional brand attachment into social media CBBE.

Social media brands are constantly challenged by rapid change and ongoing criticism over such issues as data privacy. The implications from this paper suggest that managers should make investments in creating (reinforcing) emotional connections with social media consumers, as this will favorably impact CBBE by way of a relational mechanism, that is, via enhancing credibility and consumer satisfaction.

Lately, social media in general has suffered from a crisis of trust in society. The enhanced credibility of social media brands resulting from consumers’ emotional attachments will potentially serve to enhance its acceptance as a credible form of media in society.

Social media platforms are often examined as brand-building platforms. This paper adopts a different perspective, examining social media platforms as brands per se and the effects of emotional attachments that consumers develop towards these. This paper offers valuable insights into how consumers’ emotional attachments drive vital brand judgments such as credibility and satisfaction, ultimately culminating into social media CBBE.

This paper aims to investigate place marketing and branding at the micro-place scale through the case study of St Christopher’s Place in London (UK). This study illustrates the distinctive differences of micro-place marketing, in comparison to city and country levels.

An exploratory case study was conducted through a sequential mixed methods approach involving direct observation, semi-structured interviews, questionnaires and social media analysis. Analysis of data was performed by using thematic analysis and triangulation of quantitative measures collected through the questionnaire and social media analysis.

Analysis of data illustrated noticeable differences of place management at the micro-place level compared to city or country scale of place marketing and branding. The function of emotional marketing leading to value co-creation is more effective at this level, establishing close and personal ties between occupiers and customers. Yet, measurement of micro-place marketing and branding value creation is difficult to achieve.

This study draws attention to the unique value and benefits of place branding at smaller spatial scales. Findings contribute to the place micro-brand concept by adding knowledge of micro-places through place management activities comparing them with city and country scales, and emotional marketing value co-creation practices, including challenges relating to measurement.

This study explores how businesses can effectively market functional and emotional benefits through virtual corporate social responsibility co-creation (VCSRC) initiatives. The aim is to enhance customer engagement through these initiatives.

The initial phase of this study involved recruiting 185 Chinese university students as participants. These individuals were randomly distributed into four distinct experimental groups, each designed to investigate the influence of varied marketing appeals and common in-group identity (CIGI) on consumer engagement willingness. This phase also sought to elucidate the mediating role of CSR associations in these dynamics. Following this, the second study engaged 570 individuals, recruited through “Credamo,” for a group-based experiment. This subsequent phase was intended to validate the findings of the preliminary study and explore the varying intensities of interaction between different marketing appeals and CIGI, with a particular focus on the dichotomy of independent and interdependent self-construals.

The study delineates a detailed relationship between consumers' willingness to participate in VCSRC, marketing appeals, and common in-group identity, revealing that strong common in-group identity correlates with a preference for functional appeals, while a weaker in-group identity inclines towards emotional appeals. Notably, interdependent self-construal significantly influences consumer responses, intensifying the interaction between in-group identity and marketing appeal and thereby influencing participation willingness. Moreover, CSR associations emerge as key mediators in this interaction, underscoring their role in enhancing the effectiveness of VCSRC strategies. These insights provide a new understanding of the crucial impact of consumer identity traits on marketing strategy efficacy.

This research stands as a trailblazing endeavor in evaluating the effects of varied advertising appeals under the VCSR paradigm. It probes into the foundational mechanisms, leveraging insights from interaction alignment theory and persuasion theory to elucidate the processes involved.

This paper aims to investigate how employees’ emotional competences affect customers’ responses in the context of emotional-driven and personalized services. Specifically, it proposes a model to analyze the influence of employees’ emotional competence on rapport, trust and loyalty toward the service employee and the company.

The empirical context to validate the proposed theory is the fitness realm. The sample comprises 296 clients from fitness personal training services. Data collection was carried out by means of personal surveys in three relevant fitness clubs in the city of Barcelona (Spain). The study uses partial least squares to test and validate the proposed theoretical model.

Employee emotional competence (EEC) directly affects personal loyalty, trust toward the service employee and rapport. However, higher levels of emotional skills are not significantly associated with loyalty toward the company. The results also suggest that trust significantly enhances loyalty. Interestingly, high levels of rapport between the service worker and the employee could even damage the level of loyalty toward the company.

Prior research documents that emotional intelligence enhances diverse positive customer outcomes, especially in emotionally charged interactions. Nonetheless, few studies have focused on analyzing how customers’ perceptions about services employees’ emotional skills are determining their attitudes and behavioral intentions. This study provides evidence on employee’s influences on consumer behaviors and outcomes, with a specific focus on EEC. It also sheds light on the unintuitive impact of customer employee rapport on loyalty toward the company.

The study aims to develop a theoretical model that portrays the antecedents of emotional attachment in the travel context by combining branding, marketing and information systems theories.

The authors gather empirical data through a Web-based questionnaire from 236 respondents. The proposed theory-driven model is examined empirically by using confirmatory factor analysis and structural equation modeling.

The findings suggest that social media rewards and benefits impact users’ brand commitment. Social media interactivity and rewards help building a stronger brand image. Brand commitment and brand image, in turn, affect emotional attachment positively.

Other unexamined constructs may add to the explanation of building brands using social media platforms. As this is an exploratory study in relation to enhancing emotional attachment in an online travel setting, other constructs such as brand page commitment, annoyance, social benefits and telepresence may be considered in future studies.

Practitioners might encounter ways to influence favorable perceptions and brand commitment when consumers use social media sites. The model addresses questions regarding the significant role of social media activities on influencing brand image and brand commitment that in turn influence the development of a strong emotional attachment.

This study examined the effects of social media activities including interactivity, psychological benefits and rewards on brand image and brand commitment, and the effects of brand image and brand commitment on emotional attachment in the travel context. The results offer further verification for the theory-based model presented in the study. Evidently, statistically significant and meaningful associations exist among the factors.

The key contribution of this study is that it presents and validates a theory-driven model that reveals the antecedents of sustainable emotional attachment. The proposed framework stresses the positive relationships among constructs and offers research basis for expansion in other settings.

本论文结合品牌、营销、以及信息系统等理论, 建立了一个理论模型以描述在旅游情境中影响情感依恋的各种要素。

作者通过网络问卷的形式收集了236份数据, 并且通过验证性因素分析和结构方程模型的手段来实际测量以理论为基础建立的模型。

本论文研究结果表明社交媒体的奖励和好处影响用户的品牌承诺。社交媒体的交互性以及奖励帮助建立更强的品牌形象。品牌承诺和品牌形象对情感依恋有着积极促进的作用。

社交媒体平台的品牌建立模型还存在一些其他变量尚未开发测量。本论文只是开拓了网络旅游平台的情感依恋研究的方向, 其他变量比如品牌专页承诺、烦恼、社交好处、以及网真等, 应该在未来的研究中得以深入。

执业者可能会遇到多种方法, 通过社交媒体网站的方式影响消费者的主观感知和品牌承诺。本论文提出的模型可以帮助执业者解决关于社交媒体活动对品牌形象和品牌承诺显著影响从而达到强烈情感依恋效果的诸多问题。

本论文研究了旅游产业中, 社交媒体活动, 包括交互性、心理好处和奖励对品牌形象和品牌承诺的影响, 以及品牌形象和品牌承诺对情感依恋的影响。研究结果进一步深入测量了提出的理论模型。很显然, 数据分析结果表明模型结构之间存在显著有意义的联系。

本论文最重要的贡献在于它提出并验证了一个理论模型, 显示可持续情感依恋的动力起因。本论文提出的模型强调了结构之间的积极联系, 并且为在其他情境中的研究延申做出启示。

The present state of the financial services industry suggests the need for banks to appeal to consumers’ emotions with the aim of improving their reputation; this study aims to explore how UK banks are using emotional appeals in their advertisements and how this shapes consumers’ attitudes towards their brands.

Qualitative and quantitative data collection and analysis in a two-stage study – Study 1 analysed the content of 1,274 UK bank advertisements to understand how the banks convey emotional appeals, whereas Study 2 elicited consumers’ perceptions of these advertising appeals and how they influenced their attitudes through semi-structured interview with 33 UK retail bank customers in London and Luton.

UK banks are using emotional appeals in their marketing communication strategies. The qualitative findings highlight the bi-dimensional nature of feelings towards the advertisements and how this relates to the brand. There is a lacklustre attitude towards the brands; there was no sense of pride in associating with any bank, even with though there are possibilities of switching; and consumers feel there is no better offer elsewhere as all banks are the same.

Bank brands should present distinct values about their services to the target audience, endeavour to build relationships with existing customers and reward loyalty. Importantly, financial brands need to engage in and highlight charitable activities and any corporate social responsibility as this can help to improve consumers’ attitudes as they often consider bank brands greedy and selfish.

Qualitative research methodology was adopted to better understand consumers’ attitudes towards UK retail bank brands.

The purpose of this study is to examine to what extent emotional experiences lived in mega-events and ecological orientation of citizens could act as direct antecedents of city brand attitude improvements. In addition, it addresses the effect in terms of a perceived quality of life that a city brand consolidation would be able to bring the citizens of a particular place. Cities must manage and administer their geographical territories as if they were brands, seeking to increase the benefits to society.

An empirical study was performed by collecting information from 398 residents of Aguascalientes (Mexico) during the National Fair of San Marcos in 2011.

Results show how in order to increase city brand attitudes, both the focus on mega-events and the ecological orientation are two successful ways. Moreover, improvements in city brand attitudes can bring significant benefits on the positive perception of quality of life among citizens.

This investigation has made progress in implementing the experiential marketing channeled through emotional experiences in mega-events and, particularly, in environmentally oriented mega-events, which is able to improve ecological orientation of citizens. To date, no evidence of empirical research referenced in mega-events of the features of the National Fair of San Marcos, Mexico, exists.