Explore the Categories on Different Emotional Branding Experience for Optimising the Brand Design Process

  • Amic G. HoEmail author
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 10289)


Recognised the importance of design impressions, design scholars noticed that there are some trends among the brands awareness on consumer attitudes toward their designs outcomes include products and services. More and more customer services were developed for enhancing the relationships with consumers through social networks, integrated mobile and location-based technologies. Some scholars investigate the theories of psychology and sociology to understand the message procedures of consumers and how it would influence the feeling associated with the brand. So, how would this influence the consumer’s expectation of brand experience? How this change would influence the emotional brand building and how would it influence the brand building procedures?

This research study aimed to review the different cases of the development of emotional branding experience and categorised them into four types of brands providing emotional experience to the customers: personalities-driven emotional brand, appeal-driven emotional brand, sensory-driven emotional brand, navigation-driven emotional brand. These new branding strategies providing satisfied consumer’s expectation on brand experience were investigated. A field experiment was adopted to examine the methods. The branding process and the design outcomes were compared and provided how would the specify brand building process. It helped to optimise the branding design process to facilitate them to create the most effective emotional brand experience to the consumers. This study is the preliminary discussion on the new development of the emotional branding by integrated the studies of design, psychology and business and how would the brand strengthen the emotional attachment with the consumer.


Emotional attachment Branding Communication design Consumers 


  1. Abbing, E.R., Gessel, C.: Brand-driven innovation. design. Manage. Rev. 19(3), 51–58 (2008). doi: 10.1111/j.1948-7169.2008.tb00129.x Google Scholar
  2. Beaudry, A., Pinsonneault, A.: The other side of acceptance: studying the direct and indirect effects of emotions on information technology use. MIS Q. 34(4), 689–710 (2010). doi: 10.2307/249688 Google Scholar
  3. Bergkvist, L., Bech-Larsen, T.: Two studies of consequences and actionable antecedents of brand love. J. Brand Manage. 17(7), 504–518 (2010). doi: 10.1057/bm.2010.6 CrossRefGoogle Scholar
  4. Bernays, E.L., Howard, W.C.: The Engineering of Consent. University of Oklahoma, Norman (1955)Google Scholar
  5. Carroll, B.A., Ahuvia, A.C.: Some antecedents and outcomes of brand love. Mark. Lett. 17(2), 79–89 (2006). doi: 10.1007/s11002-006-4219-2 CrossRefGoogle Scholar
  6. Crilly, N., Moultrie, J., Clarkson, P.J.: Seeing things: consumer response to the visual domain in product design. Des. Stud. 25(6), 547–577 (2004). doi: 10.1016/j.destud.2004.03.001 CrossRefGoogle Scholar
  7. Ho, A.G., Siu, K.W.M.: Emotion design, emotional design, emotionalise design: a review on their relationships from a new perspective. Des. J. 15(1), 9–32 (2012). doi: 10.2752/175630612X13192035508462 Google Scholar
  8. Hui, Y.Y., Po, H.L., Lin, R.: Emotional product design and perceived brand emotion. Int. J. Adv. Psychol. (IJAP) 3(2), 59 (2014). doi: 10.14355/ijap.2014.0302.05 CrossRefGoogle Scholar
  9. Kim, M.K., Park, M.C., Jeong, D.H.: The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommun. Policy 28(2), 145–159 (2004). doi: 10.1016/j.telpol.2003.12.003 CrossRefGoogle Scholar
  10. Kim, J., Lee, J., Choi, D.: Designing emotionally evocative homepages: an empirical study of the quantitative relations between design factors and emotional dimensions. Int. J. Hum.-Comput. Interact. Stud. 59, 899–940 (2003). doi: 10.1016/j.ijhcs.2003.06.002 CrossRefGoogle Scholar
  11. Lin, R., Chang, C.L.: A study of consumer perception in innovative product. In: International Conference, Australia, November 17–21 (2004)Google Scholar
  12. Lynch, J., De Chernatony, L.: The power of emotion: brand communication in business-to-business markets. J. Brand Manage. 11(5), 403–419 (2004). doi: 10.1057/ CrossRefGoogle Scholar
  13. McLoone, H., Jacobson, M., Goonetilleke, R.S., Kleiss, J., Liu, Y.L., Schütte, S.: Product design and emotion: frameworks, methods, and case studies. In: Proceedings of the Human Factors and Ergonomics Society Annual Meeting (2012). doi: 10.1007/978-3-319-20907-4_11
  14. Morrison, S., Crane, F.G.: Building the service brand by creating and managing an emotional brand experience. J. Brand Manage. 14(5), 410–421 (2007). doi: 10.1057/ CrossRefGoogle Scholar
  15. Park, C.W., Jaworski, B.J., Maclnnis, D.J.: Strategic brand concept-image management. J. Market. 50(4), 135–145 (1986). doi: 10.2307/1251291 CrossRefGoogle Scholar
  16. Perloff, R.M.: The Dynamics of Persuasion: Communication and Attitudes in the 21st Century. Routledge (2010). doi: 10.1080/10810730500228987
  17. Petty, R.E., Cacioppo, J.T.: The elaboration likelihood model of persuasion, 129–170 (1986). doi: 10.1007/978-1-4612-4964-1_1
  18. Rahinel, R., Redden, J.P.: Brands as product coordinators: matching brands make joint consumption experiences more enjoyable. J. Consum. Res. 39(6), 1290–1299 (2013). doi: 10.1086/668525 CrossRefGoogle Scholar
  19. Roberts, K.: Lovemarks: The Future Beyond Brands. Powerhouse Books, New York (2004)Google Scholar
  20. Sun, H., Zhang, P.: The role of moderating factors in user technology acceptance. Int. J. Hum.-Comput. Stud. (IJHCS) 64(2), 53–78 (2006). doi: 10.1016/j.ijhcs.2005.04.013 CrossRefGoogle Scholar
  21. Wang, H.X., Chen, J., Hu, Y.C.: The consistency of product design and brand image. In: IEEE 10th International Conference, pp. 1142–1144 (2008). doi: 10.1109/CAIDCD.2008.4730764
  22. Zettl, H.: Essentials of application lied media aesthetics. In: Dorai, C., Venkatesh, S. (eds.) Media Computing: Computational Media Aesthetics. Kluwer Academic, Boston (2002). doi: 10.1109/93.959093

Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  1. 1.The Open University of Hong KongHong Kong SARChina

Personalised recommendations