Abstract
The research focuses on how emotional appeals in advertising impact consumer-based brand equity. In order for a firm to efficiently communicate emotional appeals to consumers, the firm must have emotional intelligence. Emotional information management ensures that emotional intelligence can be utilized effectively in organizing consumer desires. The research demonstrates that innovative companies create emotional bonding with consumers leading to better consumer-based brand equity. This study examines both positive and negative emotional appeals in the context of emotional information management and how it relates to brand awareness, brand associations, perceived quality, and brand loyalty.
Key Words: Emotional Appeals, Consumer-Based Brand ...
