Examining the effect of emotional branding in building brand equity of social marketing campaigns: a case on Swachh Bharat, India

Abstract

Purpose Intervention strategies are designed by policymakers to impact people by effectively changing the environment in which people make decisions. Many government-led agencies and nongovernmental organizations promote behavioral change by adopting social marketing strategies. Social marketing uses the application of commercial ideas to influence the voluntary behavior of individuals. Under these circumstances, this study aims to examine the effect of these emerging brand-building techniques social marketing especially in public campaign. Design/methodology/approach This descriptive study collected opinions related to the constructs from 324 respondents across India. This study used statistical package for the social science and Smart partial leased square software to test the validity of the hypotheses. Findings The results of this study indicate that when the campaigns target the emotional state of the consumer, he or she crosses all boundaries like physical attributes, service parameter or even any form of assessment and provides incremental value to the campaign, thus forming a favorable behavior. Research limitations/implications This study provides insights on how emotional branding can be used for better involvement and relationship building, which leads to long-term engagement with the customers. The marketers can also get facilitated through this study by developing a new perspective of creating their advertisements through emotional branding techniques, especially with a focus on corporate social responsibility in the global environment. Originality/value In recent times, marketers have adopted a new communication strategy to build their brand through promotions that might appeal directly to customer’s emotional state, popularly termed as “emotional branding.” This new communication strategy aims at creating and nurturing a relationship between the consumer and the brand by accumulating memories, emotions, personal narratives and expectations.

Digital Financial Services and Strategic Financial Management: Financial Services Firms and Microenterprises in African Markets

“…The emerging concept of emotional branding has been studied from a variety of perspectives: in branding literature including emotions in service brands [15,16] global performance [17] emotions in building brand relationships [18,19]. Other researchers have studied related research on emotions in brand attitude formation [20], emotions in brand value and purchase intention [21], the role of emotions in brand attachments [22], and emotions in customer loyalty [23].…”

The Role of Brand Equity, Brand Authenticity, Brand Trust to Increase Customer Satisfaction

“…The brand equity model was used in research (Kataria & Saini, 2020) examining the effect of customer satisfaction relationships on brand trust and brand equity. Research conducted by (Manohar et al, 2023) used the brand equity model as a theoretical basis for their research. The brand equity model used in this study aims to influence, measure, and assess a brand in the market world.…”