An Emerging Consumer Experience: Emotional Branding

Akgün, Ali E.; Koçoğlu, İpek; İmamoğlu, Salih Zeki

doi:10.1016/j.sbspro.2013.10.519

Cited by 46 publications

(20 citation statements)

References 15 publications

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“…From this discussion it is easy to understand, the efficient SCM system is only possible if the latest technologies applied in the right firm on right time, it is the major competitive edge on one organization to other (Motwani et al, 2000;Gyebi et al, 2013). However, it is very hard task and needs a great investment of time and financial resources (Li et al, 2017;Nazempour, & Yang 2019), A lot of multinational firms enrollee their unit of businesses and acquisitions throughout the global to gain a competitive advantages in supply chain system (Akgün et al, 2013;Negrut, 2017). The huge investment at initial level is restricted the vendors to enter in competitive situation.…”

Section: Issues Related To Supply Chain Operational Performancementioning

confidence: 99%

Determinants of supply chain operational performance

Maulina¹,

Natakusumah²

2020

10.5267/j.uscm

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The significant of supply chain management (SCM) on the performance of organization's is described and evaluated in this study. The role of operational performance is examined regarding supply chain in textile and apparel sector which is crucial for the performance of whole organization. Textile industry of Indonesia in terms of revenue is anticipated to grow at an aggregated gross rate of 6.01%, during forecasted period, 2015-2025. Excellent SCM is necessary for managing this growth. Supply chain role is very crucial in this industry for flourishing but unfortunately operational performance of supply chain is not performing on required level. This is a cross sectional type of research and data collection from textile and apparel firm managers which directly supervise to supply chain division. Currently business environment is very competitive and organizations need to focus on SCOP except organizational performance. In this study, we try to find the solution of this problem after analyzing through jointly the mediating role of Information Technology (IT) and independence effect of Relational Capability (RC) and Organizational Culture Capability (OCC) on supply chain operational performance in Indonesian apparel and textile industry. Results indicate that this research is helpful to resolve supply chain operational issues in Indonesia. .

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Section: Issues Related To Supply Chain Operational Performancementioning

confidence: 99%

Determinants of supply chain operational performance

Maulina¹,

Natakusumah²

2020

10.5267/j.uscm

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“…Kedua, mengidentifikasi kunci untuk memposisikan merek ke dalam inti kehidupan pelanggan dan menciptakan kesesuaian diri dengan memungkinkan konsumen untuk mengidentifikasi dirinya dengan merek. Ketiga, mengembangkan kerangka kerja tentang anteseden dan konsekuensi dari strategi branding emosional yang sukses dan berkelanjutan (Akgün et al, 2013) Pada penelitian lain dikatakan bahwa manajemen pengalaman pelanggan sangat penting untuk menghasilkan emosi yang menyenangkan, yang penyampaiannya harus dilihat dari segi holistic. Pengalaman pelanggan memainkan peran penting dalam pembentukan emosi positif, yang antara lain dipicu oleh kepuasan pelanggan, kepercayaan, dan komitmen untuk mengembangkan loyalitas sejati (Saini & Singh, 2017).…”

Section: Tinjauan Pustaka Emotional Branding Dan Perpustakaanunclassified

Pengaruh Emotional branding Terhadap Loyalitas Konsumen (Customer Loyalty) di Perpustakaan Universitas Airlangga Surabaya

Srimulyo

Mardiyah

2020

JPUA

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Kemajuan teknologi membuat banyak perubahan yang banyak menggeser dan menghilangkan fungsi pekerjaan serta institusi tertentu, tak terkecuali Perpustakaan. Menghadapi perkembangan jaman dengan kemutakhiran teknologi, perpustakaan harus meningkatkan layanan dengan menggunakan pendekatan emosional yang mampu mengikat pengguna (pemustaka) dan mempertahankan eksistensinya. Penelitian ini bertujuan untuk mencari hubungan pengaruh antara Emotional Branding terhadap loyalitas pengguna (pemustaka). Dengan menggunakan pendekatan kuantitatif-ekplanatif, berusaha menjelaskan hubungan antar variabel independen dan dependen. Penelitian ini menemukan bahwa terdapat adanya hubungan positif dan pengaruh yang signifikan antara emotional branding dan loyalitas.

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“…Watson and Spence (2007) found that most of the variance in emotion is caused by outcome desirability and agency factors. Akgün et al (2013) studied the antecedents and consequences of emotional branding, and their findings indicate that emotional branding improves brand loyalty, purchase intention and affective commitment. It may be concluded from the aforementioned that customer experience may lead to appraisals which include emotions, and they affect choices.…”

Section: Literature Reviewmentioning

confidence: 99%

Assessing the role of emotions in B2B decision making: an exploratory study

Pandey

Mookerjee

2018

JIBR

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Purpose -Emotions in business-to-business (B2B) interactions are relatively unexplored when compared with business-to customer (B2C) industry wherein sufficient evidence implicating the role of emotions in decision-making is available. This study aims to explore the role of emotions in B2B decision-making, and a customer experience model is suggested for the B2B industry.Design/methodology/approach -The qualitative research methodology using structured and semistructured interviews along with a repertory grid technique was followed during the study. Purposive sampling was done to identify respondents who were involved in the vendor choice process either as a buyer or a seller in their respective organizations.Findings -Exploratory research conducted during this study supports the presence of five dimensions of customer experiencesensory, emotional, relational, behavioural and intellectualin a B2B context. The study further indicates that the experiential value for B2B decision-making is derived from functional, symbolic, emotional and cost values which are assessed by the buyer during their interaction with the product or the service ecosystem and has an impact on the purchase intentions of an industrial buyer.Originality/value -This paper identifies the role of specific customer experience dimensions in a B2B environment and proposes the role and mechanism of emotional factors affecting the decision-making process in B2B exchange.

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An Emerging Consumer Experience: Emotional Branding

Cited by 46 publications

References 15 publications

Determinants of supply chain operational performance

Determinants of supply chain operational performance

Pengaruh Emotional branding Terhadap Loyalitas Konsumen (Customer Loyalty) di Perpustakaan Universitas Airlangga Surabaya

Assessing the role of emotions in B2B decision making: an exploratory study

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