—from Paradigm
Up to 1990s, first level of branding popularly termed as mind share branding (Acuna, 2012; Holt, 2006) focussed on providing consistent and timeless communication to the consumer. Constructs measuring only functional benefits of brands in mind share branding allowed its formal operationalization (V. A. Briciu & Briciu, 2016).
Academically, the topic of
branding has gathered immense attention as academicians intend to study how and
which brands are able to capture consumer’s attention in ever-changing
marketplace (Keller & Lehmann, 2006). This importance has increased due to
ever-increasing need for a product being projected as different from other
similar offerings.
Branding considered as being the pursuit of differentiating one producer’s products from another has been in
forefront of fulfilling this endeavour (Keller, 2003). Various studies have
shown that appropriate branding strategy can be instrumental in beating
competition and leveraging established position in new markets (Holt, Quelch,
& Taylor, 2004).
In one of studies, Holt (2004)
categorized these branding strategies into different levels. At first level,
brand reflects core values of the product such as their functional benefits,
availability and pricing. Such focus by a brand is primarily used for
utilitarian and low-involvement products like soaps and toothpastes where only
few key benefits needs to be projected to influence a customer (Christodoulides
& de Chernatony, 2010; Hoeffler & Keller, 2003).
For example, the promotional
campaign of Pepsodent advertisements focus primarily on distinctive benefit
(cavity fighting and gentleness) supported with rational arguments (dentists’
recommendation). Similarly, Dove propounds its benefit of being gentle on the
skin as each bar contains one quarter cleansing cream.
At second level, after the
initial experience with the product a consumer expects more. This augmentation
is fulfilled by the brand through emotional connections with the consumer
(Thompson, Rindfleisch, & Arsel, 2006). At this stage, it satisfies both
emotional and functional needs of the consumer (Brakus, Schmitt, &
Zarantonello, 2009).
Emotional branding (EB) as it is termed
creates touching ties with the consumers (Gobe, 2001; Lindstrom, 2005).
For instance, Coke transformed
itself from communicating drink’s benefits to touching feelings of pride and
enjoyment among youth. However, with increasing understanding and
association with product and its features, it is only creativity that limits
the extent to which the brand can mature to its full potential level (Lederer
& Hill, 2001). Carroll and Ahuvia (2006), for example, highlighted brand
love as such a construct targeting sentiments resulting in higher levels of loyalty.
Up to 1990s, first level of branding popularly termed as mind share branding (Acuna, 2012; Holt, 2006) focussed on providing consistent and timeless communication to the consumer. Constructs measuring only functional benefits of brands in mind share branding allowed its formal operationalization (V. A. Briciu & Briciu, 2016).
Focus on evoking emotions was never
considered. However, EB being a study of incorporating additional layers in
the form of psychological connections with the consumer to core brand was
considered difficult to formalize. It is related to a change in the consumer
mindset due to evolution of marketplace, making it abstract in nature (Rossiter
& Bellman, 2012).
Considering this lack of
availability of structured tool to measure EB, step 1 of this study is to
develop a scale for its measurement. The study in step 2 examines the
association of EB constructs formulated in step 1 with the most important
attribute of establishing trust and confidence.
Trust is considered to be cornerstone
of any positive and long lasting relationship (Chaudhuri & Holbrook,
2002). EB aims to form such relationships. Thus, studying trust as an outcome
of EB strategy was considered to be relevant. So, objectives of the study were
twofold; first, formalizing a scale to measure EB, and second, its association
in creation of trust or doubt towards the brand.
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