A

DISSERTATION REPORT ON

THE ROLE OF EMOTIONAL MARKETING IN CREATINGBRAND

BUILDING AND CUSTOMER ENGAGEMENT
Submitted to UTKAL University in partial fulfillment of the requirement
of the degree of BACHELOR OF BUSINESS ADMINISTRATION (BBA)
Submitted by
SUSHMITA KHATEI
UNIVERSITY ROLL NO: UNBBA21026
Regd. No: 8424/21
BATCH: 2021-24
(Department of BBA)
Under The Guidance of
MR. RASMI RANJAN MISHRA
HEAD OF THE DEPARTMENT (BBA)

U.N. AUTONOMOUS COLLEGE OF SC.&TECH.ADASPUR,

CUTTACK
 DECLARATION

I SUSHMITA KHATEI do hereby declare that the study report

submitted by me to the department of BBA, U.N.(Auto) College
of Science and Technology , Adaspur, Cuttack. The outcome of my
project Work Study on “ The Role of Emotional Marketing In Creating
Brand Building And Customer Engagement . All the data analytical
statement being stated in the project that is submitted byme accepted as
fully authenticate and genuine. The finding and observations are a part
of authenticate work .

DATE………..

SUSHMITA KHATEI
+3 Third Year BBA
Roll No : UNBBA21026
 CERTIFICATE

This is to certify that SUSHMITA KHATEI a student of +3Third

Year BBA bearing Roll No: UNBBA21026 has successfully prepared
a project on The Role of Emotional Marketing In Creating Brand
Building And Customer Engagement under my guidance for partial
fulfillment of herrequirement for the +3 Third Year BBA Vi
semester exam in
U.N (Auto) College of Science and Technology, Adaspur,
Cuttack. This report is testimony of the work done by her .I
personally wish to get all success in her life.

Signature of the Signature of the H.O.D

Guide
 ACKNOWLEDGEMENT

With much pride and delight acknowledgement my heartfelt sense of

gratitude and indebtedness to Mr. RASMI RANJAN MISHRA ( Dept.
of BBA) of U.N.(Auto) College of Science andTechnology, Adaspur,
Cuttack for his valuable guidance, supervision and inspirable
encouragement . He has spend mostof his valuable time on discussion,
pertaining to various aspects of study report.
I am thankful to H.O.D RASMI RANJAN MISHRA and other
faculty members of the department for their help insightful comments
and helpful research methods.
I am equally thankful to my friends for their help, cooperation and
encouragement.l am deeply thankful to my parents for their support ,
guidance and encouragement which enable me to carry out the study.
I am also very thankful to Prof . ARUN KUMAR SWAIN( the
principal of college) for giving me opportunity to prepare the project.

Signature of Student
Sushmita Khatei
 CERTIFICATE

This is to certify that SUSHMITA KHATEI a student of +3 Third

Year BBA bearing Roll no: UNBBA21026 has successfully prepared
a project on The Role of Emotional Marketing In Creating Brand
Building And Customer Engagement under my guidance for
partial fulfillment of herrequirement for the +3 Third year BBA Vl
semester exam in U.N.(Auto) College of Science and Technology,
Adaspur
,Cuttack . This report is testimony of the work done by her. I
personally wish to get all success in her life.

Signature of the External

CONTENT

Declaration. 2
Plagiarism Declaration. 3
Certificate. 4
Acknowledgement. 5

CHAPTER 1. 8
*Emotional marketing 9
*Introduction. 10
*Meaning. 11
*Strategies. …….. ………………………………. …13…..
*Effectiveness. 15

CHAPTER 2 17
*Emotions. 18
* Consumer's behaviour. 19
* Tyes of emotions. 20
*Benefit 22
* Scientific proof 24

CHAPTER 3. 27
*Brand. 28
*Brand loyalty. 29
* Meaning. 30
* How to build brand loyalty. 31
* Importance 33
CHAPTER 4 34
*Customer. 35
*Customer engagement. 36
*Customer Loyalty. . 37
*Types 39
*Importance of customer engagement 41
*Model 42

CHAPTER 5 43
*Findings 44
*Conclusion. 45
*Bibliography. 46
CHAPTER 1
Emotional Marketing
Introduction

Emotional marketing is both an art and science . It's a science because of

the research required to tap into the emotions that drive the thoughts ,
feelings & desired outcomes that influence the customers to buy . The art
comes through using insights to creat better user experiences ,copy and
image that increase conversions.
So, getting the art and science of emotional marketing to seamlessly
work together requires an established process for uncovering the
emotions that influence people to buy.
 Meaning Of Emotional Marketing

It is a powerful tool for building brand loyalty , tapping into the

core of customer’s emotions through targeted strategies
.From understanding customer’s feelings to create personalized
experiences ,this approach fosters deep connection enhancing brand
loyalty
Emotional marketing is the deliberate use of persuasive messages that
tap into human emotions to form a deep connection with the audience
towards achieving desired results. Emotions are important in purchasing
decisions.
Rational and emotional aspects together influence decisions.
How Emotional Marketing Increase Sales

The Nihar Shanti Awla Oil launched a campaign to increase sales and
remove competetion .The brand announced that 5% of their profit will
go towards primary education of unprivileged children. The motive of
the brand behind this step was to make people feel that they can help
these unprivileged children by buying their hair oil which made people
emotional they wanted to contribute so they buy this oil .As a result
there was an increase in sales and the brand made an emotional
connection with consumers .
In india festivals are not completed without sweets. In festivals people
go to each other houses with sweets to wish them. Cadbury launched a
campaign in india where it shows that festivals means happiness and we
should share our happiness with others. They show that this festive
season share your happiness with people and happiness are incomplete
without sweets so gift them Cadbury Dairy Milk .This campaign
touched the heart of the people and there was increase in sales because
people feel the emotions that the brand want them tofeel .
Strategies For Emotional Marketing

Know Your Audience

This is an important step before starting any marketing . If you don't
understand your audience you will never be able to create a strong
relationship with the customer. It is important to understand customer’s
needs and emotions.Studying your audience thoroughly helps to you to
make right decisions and earn profit.

Tell A Story
Storytelling is a great approach to connect with your audience .
Whether through sadness, anger ,joy etc. Stories are simply relatable
and sharable.

Build A Movement
Using emotional marketing to build a movement or community
throughout your brand taps into few different psychological triggers .

*Inspire The Impossible

Aspiration is not quite an emotion but the method of feeling inspired
many emotions such as delight, joy ,hope etc.
Aspirational campaigns are influential because they tap into
dream ,goal or vision that the audience longs to reach .

Lead with Colours

Different colours have different effect on people's emotion .
Why Is Emotional Marketing Effective

Emotional marketing works because when a company publicly shows an

emotion that customer also feels it creates a connection between the
customers and the company because the customer can relate . Customers
can understand the feeling of the brand and relate to it . Emotional
marketing helps the brand to build a specific place in the heart of the
customers .

It Can Be Memorable

Emotional content is about consumers' experience , people are more

likely to remember ads or stories that are somehow related to their lives.
Companies creat stories that speak to specific ideas and feelings so that
when people remember these feelings they think of a particular brand.

It can produce an instanceous response

People can make opinions about a company within the first few minutes
of interacting with it. They may more likely to respond and learn
more about the firm if their initial reaction is something that they can
relate to . This is because it make them feel happyor sad .
 It can Assist A Consumer In Deciding

Emotional connections may convince a buyer to choose your brand

over any other brand that are available in the market . If two products are
comparable in quality and price there are high chances that the buyer
will choose your brand because they are emotionally connected to it.
 CHAPTER 2
Customer Emotions

EMOTIONS

MEANING: The word emotion dates back to 1597 , when itwas

adapted from French word emouvoir which means to stir up
.
Emotions can be defined as a complex pattern of changesincluding
physiological arousal, feelings ,cognitive process &behavioural
reactions made in response to a situation perceived to be personally
significant.
How Consumer’s EmotionsAffect Brands
Types of emotions used in Marketing

Emotional Marketing utilizes a wide range of emotions to establisha

connection and create meaningful relationships with consumers.

Happiness : It is one of the most common emotion in the

marketing . Brands often associate their products with joy or
contentment eleciting position feelings among their target audience and
propelling them towards making a purchase. Whena person feel happy
they share it with their friends and families.

Sadness : It can be effective marketing tools, with strategies aiming at

offering solutions to alleviate discomfort, tethering the brand to
emotional relief.

Fear : It might sound counterintuitive,but when applied thoughtfully , it

motivates consumers to take action by stimulating instincts,often used in
health & safety campaigns.

Anger : It can trigger a strong response from consumers, particularly

when issues of social justice are concerned which canlead them to align
more profoundly with a brand.

Surprise : An intense emotion that often results in the audience

remembering the marketing campaign, there by engraving the brand's
image in their minds.
How EMOTIONS attract customers?

When people feel excited, happy or inspired by a brand's

message ,it creates a strong desire to buy.

Benefits of emotional marketing

Easy To Connect : The first and foremost benefit of emotional

marketing is that it makes contentment extremelyeasy for the
audience to connect.

Easy To Remember : Your marketing is trying to evokeemotions in

customer, if successful definitely leave a mark.Whenever the
consumers look at the products the same feeling will be associated
with it . Customers look for the brands that understand their
feelings and emotions.

Inspires Action : As a brand what you want is your customer’s

engagement with your products. Emotional marketing helps the brand
to connect with the audience emotionally and creates a special
place in the heart of theaudience.
Loyal Customers : Emotions are very powerful.It takes
one action to evoke an emotion and have long lasting effect.If a
brand is able to evoke the customers emotions and make an
emotional bond with them it will have a long
lasting positive impact on customers
Scientific Proof About Emotion DrivenDecisions

● Professor Dan Ariely’s Research

He and his friend, Eduard Andrade conducted research to

determine whether past emotions influence future actions.
When we confront a situation our mind looks for a precedent
among past actions. Putting this in a marketing context means that we
are not only focusing on getting ourcustomers to make an emotional
decision to purchase oncebut to purchase the same brand again and
again. So emotional marketing and customer retention work
together.
Daniel Kahneman’s Research

Kehneman’s research supports the notion that we have two different

types of thinking system. The first thinking system isirrational, spur of
the moment, thinking that's emotionally charged & governed by
habits. Second thinking is rational and calculated . We use the first
thinking system to. make ourdecisions and second thinking system is
to justify our emotionally charged decisions.
Antonio Damasio’s Research

His research finally proves that emotions directly impact our

decisions. His research proves that the strength of our decision
making process depends heavily on our emotions .Our emotions
increase our ability to process favourable and unfavorable outcomes.

These researches prove that emotion playa vital role in decision

making.
 CHAPTER 3
Brand Loyalty

BRAND
A brand is a name, term , design symbol or any other feature that
is openly distinguished from other products and services so
that it can be easily communicated andmarketed.
A brand is one of the most important components on the basis of
which public identifies a commodity. The brand represents the face of
the company’s customer service andservice ,reputation, advertising
and represents the link that connects audience with the company
BRAND LOYALTY

Brand loyalty is the feeling of the consumer or the tendency

of a consumer behavior where consumers show their commitment
to purchase the product of the same brandrepeatedly . The
consistent purchasing of the same brand by consumers over the time
tends to the proof of their buying behaviour of a specific brand &
having emotional attachmentas well as love for the product. All this
happened because customer is satisfied with the brand.
DEFINITION : Brand loyalty can be defined as the act of having
clients back to business for products or services overan extended
period instead of going to a competing brand for the same
products or services. It is the willingness of theclient to buy from
your brand not any other brand.
Brand loyalty has little to do with the financial reasons and more to
do with how your clients view yourn brand and howthe brand
makes them feel as a consumer. Brand loyalty is about much needed
customer retention . It measures the abilityof a brand to keep clients
happy and satisfied with their products and services and to make
customers keep coming back for more .It shows the effort that a
brand put into ensuring the customers are satisfied .

How To Build Brand Loyalty

Here are the few steps that brands take to build brand loyalty.

Deliver Value

For the customers to become loyal to the brand, they need a

brand which understands their needs and emotions. The best way
to become a brand of customer’s choice is to
ensure you deliver quality and value on all the products and
services . Maintain the high quality your customers are accustomed to
and strive to deliver on client's expectations .
Being reliable and consistent will help you in keep your old
clients coming back to you and get new once since they will
never feel the need to go somewhere else.

Focus On Brand's Mission

Once you have decided your mission as a brand you needto

ensure you remain consistent and stick to it . Customers are more
likely to remember a Brand when it stands for something and spreads
its value whenever it engages with
its followers.

Reward Them With Special Offers And Discounts

Reward programs have grown to become one of the best ways to

build brand loyalty . This is great strategy if you prefer giving
incentives to make clients return to your business. Clients love free
stuffs and discounts it makes themfeel special.

Keep Customers Informed And Engaged:

Connecting with clients is an essential part of making themfeel

appreciated and give them a sense of belongingness.
One way to connect with clients is by giving theminformation.
Importance Of Brand Loyalty

● Reduce cost of advertising

● Success of new launched products and services underbrand
name
● Contribution to increase profitability
● Develops sense of belongingness for consumers
 CHAPTER 4

Customer EngagementIn Emotional Marketing

 Definition of Customer

A customer is an individual or business that purchases another

company’s goods and services. Customers are important for a
business because they drive revenues . Without customers a
business can neither thrive nor strive.

All businesses compete with each other to attract customers either by

aggressively advertising their products, by lowering prices or by
giving discount.

Customers want to shop from the brand they trust. There are thousands
of brands in the market but they choose thebrand that make them feel
certain emotions.They can connect themselves to the brand.

Loyal customers are those customers who choose to purchase products

or services from a brand repeatedly and refuse to purchase from other
brands . They are loyalto the brand always give preference to the brand
instead of having multiple options.They are emotionally attached to the
brand and encourage other people to shop from thesame brand.
Customer Engagement

Customer engagement is the way a company creates relationship with

its customers base to foster brand loyaltyand awareness

Customer engagement refers to the full set of activities that

companies use to build and maintain direct meaningful relationships
with their customers.
Why Customer Loyalty Important

Loyal Customers Are Brand Champion

Loyal customers are brand champions because they give goodreviews,
telling friends and families about the brand and their products and
services. They post on social media about their great customer
experience . Customers referred by
Other customers have a higher retention rate.

Loyal Customers Spend More

Repeat customers trust brand and will Spend more in the checkout line
.In addition 75% of consumers will pay more for theproducts from
companies that provide a good service experience.

Loyal Customers Are Valuable Than New CustomersRetaining

customers is much more cost effective than acquiring new ones. Merely
5% increase in customer retention can boosts profits upto 90%.

Loyal Customers Are Easier To Sell To

A repeat customer is more likely to buy from you again and again.The
more loyal customers you have the easier is to repeat sales and less you
have to spend on conversion tactics.
Loyal Customers Are More Likely To Forgive YouFor A Mistake
74% of consumers say that they will forgive a company for amistake if
company provides excellent services.
Different Types Of Loyal Customers

Customers are loyal to business for specific reasons whether it below

price, convenience, company values or the quality or product

Satisfied Customer
Also known as happy customers ,these buyers genuinely like the
products or services of the brand and make regular purchases, Though
they may be satisfied with the brand's products or services but they can
be easily swayed to switch to any other brand for better deal , discounts
and Offers.

Convenience Loyals
These customers shop with a brand because it's convinient for them
.They may appreciate the ease of making a purchase because of the
location, shipping speed etc .At the end they arewith the brand only for
convenience.

Loyalty Program Loyals

These shoppers are loyal only to the brand's loyalty program not the
brand. They will make purchases only for discount or freebies.As long
as they see value in the brand's Loyalty program or reward program,
They will continue to buy from the brand.
 Low Price Loyals
These customers buy from the brand because the brand offerslowest
price or the best deals compared to the other brands
.These shoppers will stick around only if the price remain low butthey
will also be quick to leave if they got better deals somewhere else.

Truly Loyal Customers

These customers are the most loyal among all the customers. They are
emotionally attached to the brand and they will not leave the brand for
any other brands to get good deals or discounts. They will remain with
the brand and make frequent purchase. They provide feedbacks and
participate in loyalty programs . They encourage family and friends to
purchase fromfrom same brand .
Importance Of Customer
Engagement
MODEL
CHAPTER 5

FINDINGS

CONCLUSIUON

BIBLIOGRAHY
 FINDINGS

● Emotional marketing helps to strengthen brandcustomer

relationships.
● Increase customer loyalty.
● Help brands to boost sales.
● Help brands to make a special connection withcustomers .
● Help brands to remove competetion.
CONCLUSION

In today's highly competitive market, they are thousands of brand

available in market. So, it has become very difficult for the brand to
catch customer’s attention. If a brand wants to be successful they should
establish a strong and long-lasting connection with the customers .
The best way to become close to customers is use of emotions. Emotions
play an essential role in human life emotionally Connecting with
customers will make it easy for the brand to remove
competition.Emotional Marketing helps the brand to connect with
customers deeply and understand their feelings and emotions. This way
customers will prefer your brand over other brands and will make
frequent purchase which help the brand to generate revenue.
 BIBLIOGRAPHY

Books

THE HALLMARK WAY OF WINNING CUSTOMER FOR LIFE by

Scott Robinette,Claire Brand

THE MARKETING POWER OF EMOTIONS

by John O’ Shaughnessy, Nicholas Jackson O’ ShaughnessyWEBSITES

https://www.worldscientific.com
https://www.shortform.com
https://www.researchgate.net
https://core.ac.uk
https://academia.edu