ISSN 2394-5125
 

Research Article 


STRATEGY OF EMOTIONAL BRANDING ON ORGANISATIONAL PERFORMANCE AND CUSTOMERS’ PERCEPTION

Ruby Jariyal.

Abstract
Emotional Branding is considered as most important for the survival and growth of any
organization, beside this it also has an effect on the consumers’ perception and organizational performance. A
modest attempt is made to review the views, opinions of the experts, studies undertaken earlier in order to
identify the aspects covered and also to identify the gaps, if any, pertaining to the said studies. We intent to
begin with literature review in the form of systematic review, starting from introducing emotional branding ,
how does emotional branding work on customer experience and finally developing an effective analysis in
developing organizational performance and customers’ perception. The concept of branding has been used for a
long time in marketing. This paper aims to offer systematic review regarding impact of emotional branding
strategies on organizational performance and customers’ perception
This study has explored different aspects such as meaning of emotion, defining emotional branding,
emotional branding verse purchase behavior, advertising emotional marketing, consumption emotions and
evaluation criteria of customers. However, there is negligible amount of reviews have been found with regards
to customers’ perception and organizational development. In this paper the results which we got from the
research gap are done from a systematic review of the literature with respect to emotional branding, customer
perception and organizational development. Moreover, the findings of this systematic review of literature are
allowed to explore efficient and effective emotional branding strategies which positively influence the
consumers’ perception regarding products and also improve organizational performance.

Key words: Emotional Branding, Organisational Performance, Customer perception


 
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Pubmed Style

Ruby Jariyal. STRATEGY OF EMOTIONAL BRANDING ON ORGANISATIONAL PERFORMANCE AND CUSTOMERS’ PERCEPTION. JCR. 2020; 7(16): 1698-1708. doi:10.31838/jcr.07.16.214


Web Style

Ruby Jariyal. STRATEGY OF EMOTIONAL BRANDING ON ORGANISATIONAL PERFORMANCE AND CUSTOMERS’ PERCEPTION. http://www.jcreview.com/?mno=5307 [Access: April 18, 2021]. doi:10.31838/jcr.07.16.214


AMA (American Medical Association) Style

Ruby Jariyal. STRATEGY OF EMOTIONAL BRANDING ON ORGANISATIONAL PERFORMANCE AND CUSTOMERS’ PERCEPTION. JCR. 2020; 7(16): 1698-1708. doi:10.31838/jcr.07.16.214



Vancouver/ICMJE Style

Ruby Jariyal. STRATEGY OF EMOTIONAL BRANDING ON ORGANISATIONAL PERFORMANCE AND CUSTOMERS’ PERCEPTION. JCR. (2020), [cited April 18, 2021]; 7(16): 1698-1708. doi:10.31838/jcr.07.16.214



Harvard Style

Ruby Jariyal (2020) STRATEGY OF EMOTIONAL BRANDING ON ORGANISATIONAL PERFORMANCE AND CUSTOMERS’ PERCEPTION. JCR, 7 (16), 1698-1708. doi:10.31838/jcr.07.16.214



Turabian Style

Ruby Jariyal. 2020. STRATEGY OF EMOTIONAL BRANDING ON ORGANISATIONAL PERFORMANCE AND CUSTOMERS’ PERCEPTION. Journal of Critical Reviews, 7 (16), 1698-1708. doi:10.31838/jcr.07.16.214



Chicago Style

Ruby Jariyal. "STRATEGY OF EMOTIONAL BRANDING ON ORGANISATIONAL PERFORMANCE AND CUSTOMERS’ PERCEPTION." Journal of Critical Reviews 7 (2020), 1698-1708. doi:10.31838/jcr.07.16.214



MLA (The Modern Language Association) Style

Ruby Jariyal. "STRATEGY OF EMOTIONAL BRANDING ON ORGANISATIONAL PERFORMANCE AND CUSTOMERS’ PERCEPTION." Journal of Critical Reviews 7.16 (2020), 1698-1708. Print. doi:10.31838/jcr.07.16.214



APA (American Psychological Association) Style

Ruby Jariyal (2020) STRATEGY OF EMOTIONAL BRANDING ON ORGANISATIONAL PERFORMANCE AND CUSTOMERS’ PERCEPTION. Journal of Critical Reviews, 7 (16), 1698-1708. doi:10.31838/jcr.07.16.214