The third step is to turn findings into project priorities. The final step is to implement and monitor." (Atwal and Williams, 2009 P. 343).
Uche (2009) provides different argument by pointing out that internet experience create compelling, enjoyable, memorable, and positive experience for online shoppers. The author develops web experience model to demonstrate the strategy the virtual environment could provide experience for online customer. Typically, the 7C model was developed to create a high impact digital experiential customer experience. This includes customisation, content, customer care, community, communication, convenience and connectivity.
On the other hand, Snakers & Zajdman (2010) argue that there is a proliferation of fashion jewelry within the present marketing environment making consumer to face challenges in distinguishing between products. Thus, finding the best method to differentiate one product from the other has become a key issue. Typically, the traditional marketing strategies which focus on price and quality are no longer enough to enhance differentiation of fashion jewelry. Thus, experiential marketing is a new strategic marketing method that marketers employ to create emotions for customers in order to create memorable experience. To enhance greater understanding on how experiential marketing influence consumer purchasing behavior, Snakers & Zajdman (2010) differentiate between tradition marketing and experiential marketing. Traditional marketers views consumers as rational decision makers who are concerned about the benefits and functional features of products. On the other hand, experiential marketers see consumers as emotional and irrational human beings who are interested in achieving pleasurable experiences. Typically, the goal of experiential marketers is to offer consumer memorable experiences and these experiences are created with different tools. Experiential marketers may create memorable experience by organizing entertainment for customers as well as giving them the aesthetic objects to see. For example, marketers could develop aesthetic through product design as well as store design. The store could be designed with beautiful architecture, decoration, furniture, and color. More importantly, experiential marketers could create pleasurable experience for customer by organizing entertainment to provide them aesthetic objects or places to see as well as allowing them to escape from reality.
Pine and Gilmore (1999) argues that experiential marketing is ideal for the promotion of fashion jewelry because many luxury goods have ability to trigger emotions. Typically, the object created with masterpiece has the potential ability to create emotions and feelings. This type of product motivates pleasures as well as bringing positive emotions.
Emotional Brand Attachment and Brand Personality
In the contemporary marketing environment, creating the emotional brand attachment has become a cornerstone within the marketing environment. Increasing number of companies is searching for the ideal strategy to develop a strong emotional brand connection with consumers. Emotional brand attachment is motivated by finding the strategy to enhance consumer loyalty which eventually leads to company performances. Over the years, fashion jewelry companies have designed their products to be more attractive and beautiful in order to match their brands with consumer's self to achieve market advantages. This approach has caused a strong emotional connection with the brand. Typically, there is a growing importance of authenticity in marketing messages making consumers to be looking for reality. Presently, many marketing managers are turning to the authenticity to improve branding loyalty which could assist consumer to differentiate a brand from another brand. (Malar, et al. 2011).
Tzou and Lu (2009) contribute to the argument by pointing out that consumer perception can influence consumer-purchasing decision. In the contemporary competitive market advantages, luxury companies needs to provide marvellous quality to achieve market advantages and the product design is critical to forge emotional connection to consumers. The well-known brands and fashion product with charming appearance have been regarded to enhance emotional, and aesthetics pleasurable experience. The authors also refer to the attachment theory, which identifies brand attachment as emotional laden bond between product and consumer. Typically, people have ability to form emotional attachment for objects and a company could create brand attachment after a consumer has known the brand as well as taking the brand into an account.
On the other hand, the concept of brand personality represents the attributes of human traits or characteristics forming consumer perception towards the brand. Typically, the brand personality can be instrumental to consumer self attachment towards the brand.
In psychology, emotion is a laden bond between a specific object and a person. In the marketing context, people have ability to be emotional attached to brands. The emotional brand attachment is the bonds between consumer and specific brand leading to the emotional brand attachment. The feelings...
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