THE IMPACT OF EMOTIONAL BRANDING ON CONSUMERS IN CROATIAN NORTHERN REGION

Nowadays, brands are perceived at the level of feelings and identity, which are one of the most important features by which they differ from each other. According to this, today’s companies are working on increasing the emotional connection between consumers and brands, which is known as a term emotional branding. The main purpose of emotional branding is the systematic integration of all senses in order to cause a certain emotion and induce the consumer to purchase products or to use services. Therefore, the aim of this paper is to describe the role of emotions in creating a brand and discover the extent to which consumers are emotionally attached to a particular brand. The paper is created as a result of a research study established for writing a master’s thesis