Emotional Branding and Experiential Marketing Play a Role in the Consumer Behaviour and Loyalty: The Case Study of Victoria Secret.

Abstract

Emotional branding and experiential marketing play a role in the consumer behaviour and loyalty: The case study of Victoria Secret. Competition between companies is evolving every day, in order to make a difference brands are using various strategies: the creation of a unique identity, for example. To succeed, brands are using a new approach that focus on the consumer in order to create a relationship on a deeper level. Emotional branding is a concept that combines marketing techniques in an attempt to arise emotions for the consumer. Experiential marketing is a concept that create experience and looking for engaging consumers during the experience. Those concepts have evolved over the last decade as new approach of marketing discipline focusing on the consumer. This study investigates the relationship between emotional branding and experiential marketing from the customer perception in the lingerie sector in France. This empirical study proceeded with a review of an existing literature that lead to a development of a conceptual framework. This research adopted a qualitative multi-method approach: observation and semi-structured interview. The data analysis identified themes that helped to understand the experience such as: brand experience, brand loyalty and brand attachment.