A

DISSERTATION REPORT ON

THE ROLE OF EMOTIONAL MARKETING IN CREATING

BRAND 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 by
me 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 +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 her
requirement 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 and
Technology, Adaspur, Cuttack for his valuable guidance,
supervision and inspirable encouragement . He has spend most
of 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 her
requirement 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 to
feel .
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 happy
or 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 it

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

Emotional Marketing utilizes a wide range of emotions to establish

a 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. When
a 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 can
lead 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 extremely
easy for the audience to connect.

Easy To Remember : Your marketing is trying to evoke

emotions 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 the
audience.
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 Driven
Decisions

● 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 our
customers to make an emotional decision to purchase once
but 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 is
irrational, 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 our
decisions 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 play

a 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 and
marketed.
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 and
service ,reputation, advertising and represents the link that c
onnects 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 brand
repeatedly . 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 attachment
as 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 over
an extended period instead of going to a competing brand
for the same products or services. It is the willingness of the
client 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 how
the brand makes them feel as a consumer. Brand loyalty is
about much needed customer retention . It measures the ability
of 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 need

to 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 them
feel special.

Keep Customers Informed And Engaged:

Connecting with clients is an essential part of making them

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

● Reduce cost of advertising

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

Customer Engagement
In 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 the
brand 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 loyal
to 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 the
same brand.
Customer Engagement

Customer engagement is the way a company creates

relationship with its customers base to foster brand loyalty
and 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 good
reviews, 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 the
products from companies that provide a good service experience.

Loyal Customers Are Valuable Than New Customers

Retaining 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 You
For A Mistake
74% of consumers say that they will forgive a company for a
mistake if company provides excellent services.
Different Types Of Loyal Customers

Customers are loyal to business for specific reasons whether it be

low 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 are
with 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 offers
lowest price or the best deals compared to the other brands
.These shoppers will stick around only if the price remain low but
they 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 from
from same brand .
Importance Of Customer
Engagement
MODEL
CHAPTER 5
 FINDINGS

● Emotional marketing helps to strengthen brand

customer relationships.
● Increase customer loyalty.
● Help brands to boost sales.
● Help brands to make a special connection with
customers .
● 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’ Shaughnessy

WEBSITES

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