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Preliminary communication

THE IMPACT OF EMOTIONAL BRANDING ON CONSUMERS IN CROATIAN NORTHERN REGION

Kristian tančin   ORCID icon orcid.org/0000-0001-8048-9026 ; University of Zagreb Faculty of Organization and Informatics, Varaždin, Croatia
Iva Gregurec   ORCID icon orcid.org/0000-0002-2429-0335 ; University of Zagreb Faculty of Organization and Informatics, Varaždin, Croatia

Fulltext: english, pdf (322 KB) pages 31-37 downloads: 104* cite
APA 6th Edition
tančin, K. & Gregurec, I. (2017). THE IMPACT OF EMOTIONAL BRANDING ON CONSUMERS IN CROATIAN NORTHERN REGION. International journal of multidisciplinarity in business and science, 3 (4), 31-37. Retrieved from https://hrcak.srce.hr/205681
MLA 8th Edition
tančin, Kristian and Iva Gregurec. "THE IMPACT OF EMOTIONAL BRANDING ON CONSUMERS IN CROATIAN NORTHERN REGION." International journal of multidisciplinarity in business and science, vol. 3, no. 4, 2017, pp. 31-37. https://hrcak.srce.hr/205681. Accessed 5 Apr. 2020.
Chicago 17th Edition
tančin, Kristian and Iva Gregurec. "THE IMPACT OF EMOTIONAL BRANDING ON CONSUMERS IN CROATIAN NORTHERN REGION." International journal of multidisciplinarity in business and science 3, no. 4 (2017): 31-37. https://hrcak.srce.hr/205681
Harvard
tančin, K., and Gregurec, I. (2017). 'THE IMPACT OF EMOTIONAL BRANDING ON CONSUMERS IN CROATIAN NORTHERN REGION', International journal of multidisciplinarity in business and science, 3(4), pp. 31-37. Available at: https://hrcak.srce.hr/205681 (Accessed 05 April 2020)
Vancouver
tančin K, Gregurec I. THE IMPACT OF EMOTIONAL BRANDING ON CONSUMERS IN CROATIAN NORTHERN REGION. International journal of multidisciplinarity in business and science [Internet]. 2017 [cited 2020 April 05];3(4):31-37. Available from: https://hrcak.srce.hr/205681
IEEE
K. tančin and I. Gregurec, "THE IMPACT OF EMOTIONAL BRANDING ON CONSUMERS IN CROATIAN NORTHERN REGION", International journal of multidisciplinarity in business and science, vol.3, no. 4, pp. 31-37, 2017. [Online]. Available: https://hrcak.srce.hr/205681. [Accessed: 05 April 2020]

Abstracts
Nowadays, brands are perceived at the level of feelings and identity, which are one of the most important features by which they differ from each other. According to this, today’s companies are working on increasing the emotional connection between consumers and brands, which is known as a term emotional branding. The main purpose of
emotional branding is the systematic integration of all senses in order to cause a certain emotion and induce the consumer to purchase products or to use services. Therefore, the aim of this paper is to describe the role of emotions in creating a brand and discover the extent to which consumers are emotionally attached to a particular brand. The paper
is created as a result of a research study established for writing a master’s thesis.

Keywords
brand; emotions; emotional branding; consumers

Hrčak ID: 205681

URI
https://hrcak.srce.hr/205681

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