Systematic review: emotional brands from perspective based on advertising
Main Article Content
As a strategic component of advertising, the following study provides valuable feedback based on emotional perceptions of brands. It entails determining whether there is a difference in the core emotions conveyed by soft drink, cosmetic, and technology brands. It was conducted using a systematic review and meta-analysis, as well as the NCSS 12 Data Windows software, the correlated proportions approach, and random sampling. It enabled the generation of Q Cochran’s results as well as a Forest Plot graph displaying the point estimates, intervals, and potential of the selected research. Following the review, it became evident that compared to the technology brand, which had heterogeneity, soft drink and cosmetic brands demonstrated great participation and homogeneity. The most significant feelings for an advertisement were happiness and sadness. As a result, emotional brands with advertising strategies enable consumers to form positive and emotional links such as satisfaction, affection, passion, pleasure, and happiness. With this advertising strategy, the brand has gained consumer awareness, dedication, and genuine loyalty.
Ahn, J., Joon, K. (2018). Influencia de la relación de marca en la actitud del cliente hacia las marcas integradas de resorts: una perspectiva cognitiva, afectiva y conativa. Revista de marketing de viajes y turismo, 35(4), 449-460. https://doi.org/10.1080/10548408.2017.1358239 DOI: https://doi.org/10.1080/10548408.2017.1358239
Balduzzi, S., Rucker, G., & Schwarzer, G. (2019). How to perform a meta-analysis with R: A practical tutorial. Evidence-Based Mental Health. Salud Mental Basada en Evid, 22(4), 153-160. http://dx.doi.org/10.1136/ebmental-2019-300117 DOI: https://doi.org/10.1136/ebmental-2019-300117
Becheur, I., Bayarassou, O., & Ghrib, H. (2017). Beyond Brand Personality: Building Consumer–Brand Emotional Relationship. Global Business Review, 18(3 suppl.), S128-S144. https://doi.org/10.1177/0972150917693160 DOI: https://doi.org/10.1177/0972150917693160
Cedillo, T., Salguero, R. (2016). Evolución del Modelo Premo para determinar las emociones de marca basada en las percepciones. INNOVA Research Journal, 1(7), 47-58. https://doi.org/10.33890/innova.v1.n7.2016.35 DOI: https://doi.org/10.33890/innova.v1.n7.2016.35
Crist, C. A., Duncan, S. E., Arnade, E. A., Leitch, K. A., O’Keefe, S. F., & Gallagher, D. L. (2018). Automated facial expression analysis for emotional responsivity using an aqueous bitter model. Food Quality and Preference, 68, 349-359. https://doi.org/10.1016/j.foodqual.2018.04.004 DOI: https://doi.org/10.1016/j.foodqual.2018.04.004
Efrat, K., Asseraf, Y. (2019). A shift in perspective? The role of emotional branding in shaping born globals› performance. International Business Review, 28(6), 12-32. https://doi.org/10.1016/j.ibusrev.2019.101589 DOI: https://doi.org/10.1016/j.ibusrev.2019.101589
Escrig, V., Llueca, J., & Villach, M. (2020). Metaanálisis: una forma básica de entender e interpretar su evidencia. Revista de Senología y Patología Mamaria, 34(1), 44-51. https://doi.org/10.1016/j.senol.2020.05.007 DOI: https://doi.org/10.1016/j.senol.2020.05.007
Fernandez, T., Moreira, M. (2019). Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships. Journal of Product and Brand Management. Journal of Product & Brand Management, 28(2), 274-286.https://doi.org/10.1108/JPBM-08-2017-1545 DOI: https://doi.org/10.1108/JPBM-08-2017-1545
García, M. (2019). Emociones, sentimientos y afectos. Las marcas subjetivas de la educación. Revista del Instituto de Investigaciones en Educación, 10(13), 113-117. doi:http://dx.doi.org/10.30972/riie.10134080 DOI: https://doi.org/10.30972/riie.10134080
González, A. (2022). La optimización de la comunicación POSM “Point of Sale Materials” en productos de compra por impulso mediante neuromarketing. International Review of Communication and Marketing Mix, 5(1), 57-71. https://doi.org/10.12795/IROCAMM.2021.v05.i01.05 DOI: https://doi.org/10.12795/IROCAMM.2021.v05.i01.05
Haase, J., Wiedmann, K., & Labenz, F. (2022). Brand hate, rage, anger & co.: Exploring the relevance and characteristics of negative consumer emotions toward brands. Journal of Business Research, 152, 1-16. https://doi.org/10.1016/j.jbusres.2022.07.036 DOI: https://doi.org/10.1016/j.jbusres.2022.07.036
Havranek, T., Doucouliagos, H., Bom, P., Geyer, J., Iwasaki, I., Reed, R., & Rost, K. (2020). Reporting Guidelines for meta-analysis in economics. Journal of Economic Surveys, 34(3), 469-475. https://doi.org/10.1111/joes.12363 DOI: https://doi.org/10.1111/joes.12363
Jímenez, M., Sánchez, G. (2023). Estrategias de comunicación publicitaria para el tratamiento y prevención del cáncer. Caso Español. Revista de Comunicación y Salud, 13, 42-62. https://doi.org/10.35669/rcys.2023.13.e310 DOI: https://doi.org/10.35669/rcys.2023.13.e310
Kemp, E., Briggs, E., & Anaza, N. (2020). The emotional side of organizational decision-making: examining the influence of messaging in fostering positive outcomes for the brand. Revista Europea de Marketing, 54(7), 1609-1640. https://doi.org/10.1108/EJM-09-2018-0653 DOI: https://doi.org/10.1108/EJM-09-2018-0653
Khatoon, S., Rehman, V. (2021). Negative emotions in consumer brand relationship: A review and future research agenda. International Journal of Consumer Studies, 45(4), 719-749. https://doi.org/10.1111/ijcs.12665 DOI: https://doi.org/10.1111/ijcs.12665
Kumar, A., Justin, P., & Starcevic, S. (2021). Do brands make consumers happy?- A masstige theory perspective. Journal of Retailing and Consumer Services, 58, 1-12. https://doi.org/10.1016/j.jretconser.2020.102318 DOI: https://doi.org/10.1016/j.jretconser.2020.102318
Kuoa, J., Hsien, C., Robertsb, J., & Changc, D. (2020). Evaluation of the user emotional experience on bicycle saddle designs via a multi-sensory approach. International Journal of Industrial Ergonomics, 80, 2-13. https://doi.org/10.1016/j.ergon.2020.103039 DOI: https://doi.org/10.1016/j.ergon.2020.103039
Kwang, J., Jung, E., Mi, S., & Ki, Y. (2021). Impact of Susceptibility to global consumer culture on commitment and loyalty in botanic cosmetic brands. Journals Sustainability, 13(2), 892. https://doi.org/10.3390/su13020892 DOI: https://doi.org/10.3390/su13020892
Marcos, P., Marín, G., & Zambrano, R. (2021). Aplicación y uso del Modelo de Resonancia o Customer-Based Brand Equity (CBBE). Estudio de la lealtad de marca a través de la figura del influencer. Revista De Ciencias Sociales, 9(2), 200-218. https://doi.org/10.17502/mrcs.v9i2.471 DOI: https://doi.org/10.17502/mrcs.v9i2.471
Mejía, J. (2 de Marzo de 2023). Consultor y Speaker de Marketing Digital y Transformación Digital. https://www.juancmejia.com
Mordoño, M. (2018). Aproximación teórica al constructo marca amor. Revista Dimensión Empresarial, 17(1), 138-158. https://doi.org/10.15665/dem.v17i1.1540 DOI: https://doi.org/10.15665/dem.v17i1.1540
Mostafa, R., Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions ? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033-1051. https://doi.org/10.1108/APJML-11-2019-0669 DOI: https://doi.org/10.1108/APJML-11-2019-0669
Tinoco, R., Juanatey, Ó., y Martínez, V. (2019). Generación de emociones en la intención de compra. Revista De Ciencias Sociales, 25(3), 218-229. https://doi.org/10.31876/rcs.v25i3.27368 DOI: https://doi.org/10.31876/rcs.v25i3.27368
Tiwari, A., Chakraborty, A., Maity, & Moutusy. (2021). Technology product coolness and its implication for brand love. Journal of Retailing and Consumer Services, 58, 2-10. https://doi.org/10.1016/j.jretconser.2020.102258 DOI: https://doi.org/10.1016/j.jretconser.2020.102258
Trump, R., Newman, K. (2021). Emotion regulation in the marketplace: the role of pleasant brand personalities. Marketing Letters, 32, 231-245. https://doi.org/10.1007/s11002-020-09545-5 DOI: https://doi.org/10.1007/s11002-020-09545-5
Xing, C., Wang, K. (2021). Testing the homogeneity of proportions for combined unilateral and bilateral dara. Journal of Biopharmaceutical Statistics, 31(5), 686-704. https://doi.org/10.1080/10543406.2021.1946693 DOI: https://doi.org/10.1080/10543406.2021.1946693
Young, C., Gillespie, B., & Otto, C. (2019). The Impact of Rational, Emotional, And Physiological Advertising Images On Purchase Intention. Journal of Advertising Research, 59(3), 1-20. https://doi.org/10.2501/JAR-2019-010 DOI: https://doi.org/10.2501/JAR-2019-010
Accepted 2023-09-04
Published 2023-08-24
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.