Emotional branding and the science behind it

Most advertisers share the same goal: to ensure that potential customers remember their brand positively when they decide to purchase a product. But how do you break through the noise and stand out from the competition?? Emotional branding is the answer.

Associating the brand with positive emotions

Emotional branding is an important aspect of modern marketing that aims to create a strong emotional connection between a brand and its potential customers.

Associating a brand with positive emotions increases brand recognition and builds brand loyalty.

Psychological studies have shown that when people associate positive experiences and emotions with brands, they are more likely to choose or recommend those brands to others.

Positive emotions around events

The event sector offers an ideal platform for emotional branding, as events are often associated with strong positive emotions (e.g. anticipation, sense of community). These emotions are typically stronger and more intense than those linked with everyday product purchases.

According to a study (Kumar and Lee, 2006), the anticipation of a positive event has a strong influence on consumer behaviour and increases the willingness to pay for related products and services.

When a brand advertises in the context of an event, it automatically aligns itself with the positive emotions of the experience. This enhances its appeal and increases the likelihood that consumers will form an emotional attachment to the brand and choose it.

Advertising in the event sector is therefore an effective strategy for brands to harness positive feelings and create a stronger emotional connection with consumers.

Eventfrog as a platform for emotive branding

Eventfrog's advertising platform offers a broad range of opportunities to connect your brand with potential customers through emotional branding.

Receive personalised consultation from our team experts to ensure your message resonates with your target audience.

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Read more about this

  • Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-353.
  • Gobé, M. (2001). Emotional Branding: The New Paradigm for Connecting Brands to People. New York, NY: Allworth Press.
  • Kumar, V., & Lee, M. (2006). When to Give Your Customers a Free Pass: The Impact of Feelings on Customer Satisfaction Responses. Marketing Science, 25(3), 264-279.
  • Patwardhan, H., & Balasubramanian, S. K. (2011). Emotional branding pays off: How brands meet share of requirements through bonding, companionship, and love. Journal of Advertising Research, 51(1), 39-52.
  • Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of consumer psychology, 15(1), 77-91.