Emotional Branding: The New Paradigm for Connecting Brands to People

By Marc Gobé. 2001

602 citations recorded by the source corpus.

Subfields: Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/53a2f1fee61b6f7065e2cad0c5b5fb718b499644

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Citations in the corpus

Factors affecting Mexican college students' purchase intention toward a US apparel brand (2008, background): “tend to re-purchase the brand even when provided with other options (Gobe, 2001).”
Evaluating the Impacts of Customer Experience on Purchase Intention (2013, background): “Gobe (2001) argued that the greatest objective for the person’s sensory experience is to help individual to promote identification creation, self-fulfillment and self-image.”
Emotional design (2004, background): “104-105 "The book Emotional Branding" (Gobe, 2001) 105 "Patrick Jordan builds on the work of Lionel Tiger" (Jordan, 2000; Tiger, 1992) 108 "He picked up the hammer and ate it.”
The meanings of branded products: A cross-national scale development and meaning assessment (2008, unknown): “Over the past decade, the importance of branded products has been well documented both by academics (Aaker, Fournier, & Brasel, 2004; Fournier, 1998; Holt, 2004; Holt, Quelch, & Taylor, 2004; Keller, 2003) and by practitioners (Gobé, 2001; Schmitt, 1999).”
The consumer psychology of brands (2012, background): “In brand management and advertising, so-called “emotional branding” has emerged as an alternative to earlier marketing approaches that focused purely on unique selling propositions (Gobé, 2001).”
A New Approach to Stadium Experience: The Dynamics of the Sensoryscape, Social Interaction, and Sense of Home (2012, background): “After Coca-Cola replaced its glass bottles with cans, its brand recognition decreased because of the lack of the distinctive feel of the glass bottle (Gobé, 2001).”
American Girl and the Brand Gestalt: Closing the Loop on Sociocultural Branding Research (2009, background): “Its treatment in the popular press and the fervor with which large numbers of adherents embrace the brand indicate that American Girl has become something of a cultural icon and has earned a position within the ranks of powerful emotional brands (Gobe 2001; Roberts 2004; Zaltman 2003).”
Ability of Experience Design Elements to Elicit Emotions and Loyalty Behaviors (2004, background): “…primarily concerned with (1) the affective or emotional nature of customer reactions to the service design and encounter and (2) the connection between this affective state and loyalty behaviors (Davenport & Beck, 2001; Gobé & Zyman, 2001; Pine & Gilmore, 1998, 1999; Schmitt, 1999; Zaltman, 2003).”
Intimacy, familiarity and continuance intention: An extended expectation-confirmation model in web-based services (2011, background): “Customers remain loyal to the emotions and experiences they have while using web-based services; hence, stimulating customers’ emotions is an essential requirement of a successful strategy (Gobe 2001).”
Hotel Brand Strategy (2010, background): “Though there are cases where companies have changed their positioning or strategies, their corporate colors, and even their logos, few have abandoned an established brand name for a new one (Vaid 2003).”