In addition, consumers in the age of Internet can be empowered by their moderate control over brand direction to express their opinions Bauhau Co-creation allows customers to design products themselves, which rewards them with a sense of accomplishment e. Web bloggers also can feel empowered by expressing their observations about matters and issues important to them.
Furthermore, the virtual brand community gives an opportunity for members to co-create value for themselves, other members, and the brand by sharing their interests in an interactive platform. As a place of information sharing, emotional support, and collective value creation, this community forms emotional bonds among its members and generates a feeling of empowerment among its members Brodie et al. The following companies have been successful in using empowerment as an emotional branding strategy. Dove sells beauty products for both men and women of all different shapes, sizes and color.
The productions featured real women and did not digitally alter their appearance, with the goal of helping the next generation develop a positive relationship with their appearance. This campaign has made a noticeable impact on the way modern women view beauty, and empowered women to feel comfortable in their own skin Earl The brand advertises that loyalty with Nike will give the energy and motivation to overcome the laziness people may face on a daily basis. Once this is overcome, anything is possible.
No longer a pastime exclusively for children, coloring books have appealed to millennials around the world as an activity to relieve stress and reduce anxiety.
Branding in a multichannel retail environment
Timberland has embraced and marketed this trend as a contributor to the mindful and creative community Birkner The adult book was available in the April issue of Marie Claire, at Timberland stores and on its website. Timberland customers were invited to co-create designs by coloring in illustrations and meeting with Lavelanet in person at select Timberland stores to customize the book. Furthermore, Timberland hosted coloring events at its stores in New York and Chicago. Clearly, Timberland has developed a creative way of empowering adults by incorporating co-creation on social media and through community involvement.
In this fiercely competitive retail environment where countless brands provide similar products and service with good quality, consumers would turn to brands that appeal to their emotion. Retailers who direct their strategies toward meeting these consumer desires have been successful via sensory branding, storytelling, cause branding, and empowerment. Fashion by its nature is an emotional product that fulfills the needs and desires of consumers.
Therefore, it is imperative for fashion brands to employ emotional branding strategies in reaching their target customers with messages that speak to their heart. Fashion retailers can employ to increase consumer involvement and strong emotional bonds with their brand. First, fashion retailers can involve consumers in consumption experiences. The heightened use of senses leads to an emotional bond with the brand.
As the consumer associates his or her life story with the brand narrative, a strong consumer-brand emotional bond develops, which increases loyalty and the possibility that the consumer will act as a brand ambassador. Third, fashion retailers can use cause-related branding strategies to emotionally connect with their target consumers.
Mutual support of a valued cause can increase brand attachment and brand loyalty. Lastly, brands can empower consumers to achieve their goals and express their identities, resulting in an emotional bond between the consumer and brand. These suggested strategies can help brands to build emotional connections with their current and potential customers, leading to true brand loyalty.
Capitalizing on the up-and-coming trends of emotional branding, academics can conduct research to provide meaningful implications to practitioners. While this study provides insights to emotional branding, rigorous empirical research is necessary to validate and revise the model Fig. We provide several suggestions for future research.
First, demographic differences in consumer behaviors can be incorporated in market trends and emotional branding strategies. Demographic variables, especially gender and generation, are fundamental and easy-to-target variables to marketers and thus have been employed in identifying consumer segments Kim et al.
Therefore, these variables, along with other demographic variables e. This examination will provide additional implications to fashion retailers in attracting their target consumers. Second, negative aspects of emotional branding could be examined in how they threaten brand image. For example, if brand strategies are perceived as unauthentic or manipulative, they could risk consumer disfavor or boycott.
In this sense, examining marketplace trends from both positive and negative perspectives can provide more extensive approaches to branding strategies to warrant long-term success in this rapidly changing, consumer-driven market. Third, while we have identified successful emotional strategies used by fashion retailers in apparel, skin and beauty products, and home furnishings, additional research is needed to establish the applicability of these practices to intangible services such as restaurants, cafes, and hotels. Although emotional branding strategies of fashion retailers involve promoting and selling both products and services, consumers experience different emotional responses toward intangible services Morrison and Frederick Finally, as retail becomes more competitive between traditional brick-and-mortar retailers and non-traditional digital retailers, it would be interesting to compare these two retail formats regarding how consumer trends influence emotional branding strategies and which emotional branding strategies lead to stronger brand loyalty.
Although researchers note that digital retailing is growing faster and generates more positive consumer emotions than in the past, empirical research has not been conducted to validate this notion. Therefore, researchers can conduct empirical investigation to extend the emotional branding model to the contexts of various retail formats such as traditional retailers, social media, and omni-channel retailers.
YK reviewed the literature, developed the model, and made a major contribution to developing the manuscript. PS made a major contribution to developing the cases and also reviewed the literature. Both authors read and approved the final manuscript. Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Skip to main content Skip to sections. Advertisement Hide. Download PDF. Fashion and Textiles December , Cite as. Open Access. First Online: 06 February Introduction In an ever-changing and highly competitive market, fashion brands struggle to distinguish themselves to increasingly apathetic consumers Clark Furthermore, we posit emotional branding is an essential strategic practice, especially to fashion brands, in a ruthless retail environment.
As Morrison and Frederick suggested, creating emotional brand experiences and managing emotional branding strategies requires an integrated approach. First, we explore marketplace trends that support emotional branding defined by consumer experiences, authentic self, warm glow, and co-creation. Second, we propose a model for emotional branding strategies relevant to the fashion industry in terms of sensory branding, storytelling, cause branding, and empowerment. It is important to note that one or multiple marketplace trends are reflected in strategies discussed in this study.
Hence, we recommend that retailers use any of these strategies, or a combination of them, to improve brand loyalty. Open image in new window. Sephora Sephora is a company that utilizes sensory branding. Hollister Hollister Co. Chanel Chanel incorporates recurring colors of black and white as brand recognition in all its channels Chanel Floraison Lululemon Athletica Lululemon Athletica manufactures and sells yoga related sportswear and gear. Burberry Since Thomas Burberry started Burberry brand in , his company was known for high quality trench coats and its signature plaid.
Junk Gypsy Junk Gypsy Co. Love Your Melon Love Your Melon is an online apparel brand that sells beanies and hats to support the fight against pediatric cancer. Dove Dove sells beauty products for both men and women of all different shapes, sizes and color. Timberland No longer a pastime exclusively for children, coloring books have appealed to millennials around the world as an activity to relieve stress and reduce anxiety.
Acknowledgements Not applicable. Competing interests The authors declare that they have no competing interests. Availability of data and materials Not applicable. Funding Not applicable. Acharya, M. The emotional branding process. Ruchi, R. Chhikara, K. Kataria Eds. IGI Global: Pennsylvania.
A New Theory of Branding for the Online Environment? PDF/EPUb by Volker Schmid - 14maycamilemohn02
Google Scholar. Akgun, A. An emerging consumer experience: Emotional branding. Procedia Social and Behavioral Sciences, 99, — Aknin, L. Does social connection turn good deeds into good feelings? International Journal of Happiness and Development, 1 2 , — Arvidsson, A. Brands: A critical perspective. Journal of Consumer Culture, 5 2 , — Bauhau, J. What does empowerment mean in marketing? Birkner, C. Blitzer, A. Brakus, J. Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73 3 , 52— Brodie, R. Consumer engagement in a virtual brand community: An exploratory analysis.
Journal of Business Research, 66, — Chanel Floraison. Chanel Floraison—Simplicity is the keynote of all true elegance. Chapin, A. TOMS shoe donations might not be doing any good. Clark, E. Fashion needs a winner, WWD , 1. Cliffs, E. Dove shifts the power of storytelling from Hollywood to Main Street. Cooper, B. Cova, B. Deibert, A. Why authenticity in marketing matters now more than ever, Forbes. Douce, L. The presence of a pleasant ambient scent in a fashion store: The moderating role of shopping motivation and affect intensity.
Environment and Behavior, 45 2 , — Dove US. Dove real beauty sketches. Dunn, E. Prosocial spending and happiness: Using money to benefit others pays off. Current Directions in Psychological Science, 23 1 , 41— Earl, A. Erickson, R. The importance of authenticity for self and society. Symbolic Interaction, 18 2 , — Escalas, J.
Imagine yourself in the product. Mental simulation, narrative transportation, and persuasion. Journal of Advertising, 33 2 , 37— Fiore, A. For fun and profit: Hedonic value from image interactivity and responses toward an online store. Effects of a product display and environmental fragrancing on approach responses and pleasurable experiences. Psychology Marketing, 17 1 , 27— Fischer, N. Fortune Editors.
Fournier, S. Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24 4 , — Franke, N. Management Science, 56 1 , — Franze, G. Creating the ultimate luxury fashion customer experience. Marketing News, 51 3 , 22— Consumer empowerment through internet-based co-creation. Journal of Management Information Systems, 26 3 , 71— Gilmore, J.
Authenticity: What consumers really want. Gupta, S. A taxonomy of cause-related marketing research: Current findings and future research directions. Haidt, J. The more emotions. Davidson, K. Goldsmith Eds. Oxford: Oxford University Press. Harter, S. Lopez Eds. New York: Oxford University Press. Heppner, C. Holbrook, M. Consumer value. London: Routledge. Holt, D. Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research , 29 1 , 70— Hong, P.
Why emotional storytelling is the future of branding. Jenkins, R. Conceptualizing consumption in the imagination: Relationships and movements between imaginative forms and the marketplace. Marketing Theory. Johnson, K. Dress, body and self: Research in the social psychology of dress. Fashion and Textiles, 1, Karmali, S. Kaufman, B. Stories that sell, stories that tell. Journal of Business Strategy, 24 2 , 11— Khan, H.
How retailers manipulate sight, smell, and sound to trigger purchase behavior in consumers. Kim, J. The impact of moral emotions on cause-related marketing campaigns: A cross-cultural examination. Journal of Business Ethics, 1 , 79— Kim, Y. Shopping value orientation: Conceptualization and measurement. Journal of Business Research, 67, — Experiential retailing: Concepts and strategies that sell. New York: Fairchild Books. Kohli, C. Will social media kill branding?
Business Horizons, 58, 35— Krishna, A. An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22 3 , — Kumar, A. The store-as-a-brand strategy: The impact of store atmosphere and merchandise on customer response.
Journal of Retailing and Consumer Services, 21 5 , — Kusek, K. Larocca, A. Principles of persuasion. New York Magazine. Lazzari, R. A new scale for the adjective check list based on self vs ideal-self discrepancies. Journal of Clinical Psychology, 34 2 , — Lemon, K. Understanding customer experience throughout the customer journey. Journal of Marketing, 80, 69— Levi Strauss and Company. Levi Strauss Foundation. Lindstrom, M. Brand sense: Sensory secrets behind the stuff we buy 2nd ed. London: Kogan Page Limited.
Lynn, K. Maslow, A. Motivation and personality. Megget, K. This literature review shows that there is a host of issues regarding the veracity of personal branding Hughes, , portability of personal brands Parmentier et al. We wish to see further contributions to the ongoing scholarly debate about whether having multiple personal brands is possible, how to adapt one's personal brand when changing employers, and how to avoid the spillover from private social media activities into the professional sphere.
Furthermore, up to date the research has only focused on the industries that are most conducive for personal branding. We do not know much about the challenges of creating and maintaining personal brands in settings that are not conducive or outright preclusive of self-promotion, at least, to the outside world. The limited amount of industries and roles studied to date, as well as small samples in those studies, renders scarce opportunities to generalize the knowledge and make conclusive statements about extrapolating the findings.
Additionally, the majority of the empirical studies took place in European, Australian, or North American settings, so the possible research directions could lead scholars to test the theoretical premises of personal branding in other cultures. We conclude that the academic interest in the concept of personal branding is growing, and that a better understanding of how a personal brand is constructed and managed in the modern labor markets characterized by frequent job changes, project-based work engagements, and increasing job insecurity is needed. This literature review contributes to the field of personal branding by consolidating the extant research, proposing an integrative definition of personal branding and personal brand, developing a conceptual personal branding model, and discussing future research directions that could stimulate the advancement of our knowledge on the topic.
By showing that personal branding is a distinct construct that spans a number of disciplines, we point to an opportunity for a closer integration of traditionally individual-driven career efforts and organization-driven human resources practices to help the employees create effective personal brands, benefitting both the individual and the firm. This paper casts but a glimpse of light into the confusion and uncertainty around the merging spheres of personal and professional. Research and practice have a chance to expand the theory and provide guidance on successfully navigating the current employment reality.
SG is a PhD candidate, who is the main author of the submitted paper. SG was responsible for identifying relevant papers under the supervision of SK, who has expertise in literature review writing. SG also did the initial analysis of the paper and wrote the initial draft. In the consequent process SK and EL helped to develop the paper toward the final submission.
The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest. Aaker, J. Dimensions of brand personality. Abrate, G. Personal or product reputation? Travel Res. Adams, M. The reflexive self and culture: a critique. Hybridizing habitus and reflexivity: towards an understanding of contemporary identity? Sociology 40, — Alvesson, M. Identity matters: reflections on the construction of identity scholarship in organization studies. Organization 15, 5— Amoako, G. Unleashing salesforce performance: the impacts of personal branding and technology in an emerging market.
Andrejevic, M. Surveillance in the digital enclosure. Arthur, M. The boundaryless career at where do we stand, and where can we go? Career Dev. Google Scholar. Career success in a boundaryless career world. The Boundaryless Career. Baharuddin, M. Balbino, T. Personal Style: a strategic tool for public relations.
Baumeister, R. A self-presentational view of social phenomena. The need to belong: desire for interpersonal attachments as a fundamental human motivation. Beck, U. London: Sage. Bendisch, F. Fame and fortune: a conceptual model of CEO brands. Berkelaar, B. Cybervetting, online information, and personnel selection.
Bolino, M. Impression management in organizations: critical questions, answers, and areas for future research. Bourdieu, P. Brandabur, R. Brems, C. Personal branding on Twitter. Bridgen, L. Emotional labour and the pursuit of the personal brand: public relations practitioners' use of social media. Media Pract. Brooks, A. Identity development in personal branding instruction. Adult Learn. Bruns, A. Journalists and Twitter: how australian news organisations adapt to a new medium.
Media Int. Cawsey, T. The portfolio career as a response to a changing job market. Career Plan. Cederberg, C. Personal branding for psychologists: ethically navigating an emerging vocational trend. Chen, C. Exploring personal branding on YouTube. Internet Comm. Chen, G. General self-efficacy and self-esteem: toward theoretical and empirical distinction between correlated self-evaluations. Chen, H. How to measure personal brand of a business CEO. Close, A. Establishing human brands: determinants of placement success for first faculty positions in marketing.
Cohen, A. Hovland and I. Janis Oxford: Yale Univer. Press , — Cunningham, S. Behind the screen: commercial sex, digital spaces and working online. De la Morena Taboada, M. Delisle, M. Navigating person-branding in the fashion blogosphere. Fashion Mark. Du Gay, P. Consumption and Identity at Work.
Dumitriu, D. Zbuchea, F. Leon Bucharest , — Eagar, T. Classifying the narrated selfie: genre typing human-branding activity. Edmiston, D. Creating a personal competitive advantage by developing a professional online presence. Erikson, E. Identity: Youth and Crisis. Evans, J. A strategic approach to self-branding. Fetscherin, M. The CEO branding mix. Gall, D. Librarian like a rock star: using your personal brand to promote your services and reach distant users. Gander, M. Managing your personal brand. Perspectives 18, 99— Gandini, A.
Digital work: self-branding and social capital in the freelance knowledge economy. Theory 16, Gardner, W. Impression management in organizations. Gay, P. The cult[ure] of the customer. Gecas, V. The self-concept. Geurin, A. Elite female athletes' perceptions of new media use relating to their careers: a qualitative analysis.
Sport Manage. Geurin-Eagleman, A. Communicating via photographs: a gendered analysis of Olympic athletes' visual self-presentation on Instagram. Giddens, A. Gioia, D. Image is everything.
A New Theory of Branding for the Online Environment?
Goffman, E. The Presentation of Self in Everyday Life. Green, M. The impact of social networks in the development of a personal sports brand. Sport Bus. Greenhalgh, T.
- Commentary on Ecclesiastes.
- Life Preserver (Mannequin Transformation Erotica Book 7)?
- Astronomical Spectroscopy for Amateurs (The Patrick Moore Practical Astronomy Series).
- Building Transparent Tax Compliance by Banks!
- Comprendiendo la experiencia del cliente en la era de las compras omnicanal!
Effectiveness and efficiency of search methods in systematic reviews of complex evidence: audit of primary sources. BMJ , — Greenhaus, J. The contemporary career: a work—home perspective. Hanusch, F. Journalistic branding on twitter: a representative study of Australian journalists' profile descriptions. Harris, L. Building a personal brand through social networking. Harvey, D. Perspecta — Hearn, A. Insecure: narratives and economies of the branded self in transformation television.
Continuum J. Media Cult. Meat, mask, burden. Hedman, U. Making the most of Twitter How technological affordances influence Swedish journalists' self-branding. Journalism Theory Practi. Hernando, E. Does the artist's name influence the perceived value of an art work? Arts Manage. Hodge, C. Personal branding: a perspective from the professional athlete-level-of-analysis. Holton, A. Identity lost? The personal impact of brand journalism. Journalism 18, — Hughes, A. Ibarra, H. Provisional selves: experimenting with image and identity in professional adaptation.
Identity work and play. Change Manage. Illouz, E. Cambridge: Polity Press. Jaring, P. How researchers use social media to promote their research and network with industry. Johns, R.
- Feral Craving.
- The Babylonian Talmud: Book 3 (Volumes V and VI): Tracts Pesachim (Passover), Yomah (Day of Atonement) and Hagiga (Holocaust)!
- The Making of Modern South Africa: Conquest, Apartheid, Democracy?
- The New Adventures of Diamondstone the Magician.
Transition of self: repositioning the celebrity brand through social media—the case of Elizabeth Gilbert. Johnson, K. The importance of personal branding in social media: educating students to create and manage their personal brand. Jones, B. Building personal brands with digital storytelling eportfolios.
Karaduman, I. The effect of social media on personal branding efforts of top level executives. Keller, K. Conceptualizing, measuring, and managing customer-based brand equity. Khedher, M. A brand for everyone: guidelines for personal brand managing. Issues 9, 19— Kleppinger, C. Personal digital branding as a professional asset in the digital age. Korzynski, P. Leading people and leading authentic self through online networking platforms. Actual Probl. Kowalski, R.
Strategic self-presentation and the avoidance of aversive events: antecedents and consequences of self-enhancement and self-depreciation. Kucharska, W. Consumer social network brand identification and personal branding. How do social network users choose among brand sites? Labrecque, L. Online personal branding: processes, challenges, and implications.
Lair, D. Marketization and the recasting of the professional self: the rhetoric and ethics of personal branding. Lee, J. Building your brand: the integration of infographic resume as student self-analysis tools and self-branding resources. Leisure Sport Tourism Educ. Lopez-Meri, A. Journalists' strategies to build personal brand on Twitter: positioning, content curation, personalization and specialisation. Lorgnier, N.
Malhotra, C. How CEOs can leverage Twitter. MIT Sloan Manage. Manai, A. Self-marketing brand skills for business students. Marwick, A. I tweet honestly, I tweet passionately: Twitter users, context collapse, and the imagined audience. New Media Soc. McCall, G. Identities and Interactions. McCorkle, D. Mead, G. Mind, self and society , Vol. Meyrowitz, J. Riggins Berlin: Mouton de Gruyter , 65— Miles, S. A conceptualization of the employee branding process. Personal branding through leadership. Moher, D. Mol, E. Entrepreneurial team cognition: a review.
Molyneux, L. What journalists retweet: opinion, humor, and brand development on Twitter. Journalism 16, — Montoya, P. The Brand Called You. Nightingale Conant. Neale, L. Noble, C. In search of eminence: a personal brand-building perspective on the achievement of scholarly prominence in marketing. Nolan, L. The impact of executive personal branding on non-profit perception and communications.
Public Relat. Omojola, O. Audience mindset and influence on personal political branding. Ottovordemgentschenfelde, S. Journalism 18, 64— Pagis, M. The paradoxes of self-branding. Work Occup. Parmentier, M. Positioning person brands in established organizational fields. How athletes build their brands.
Pera, R. Who am I? How compelling self-storytelling builds digital personal reputation. Peters, T. The brand called you. Fast Company 10, 83— Philbrick, J. Personal branding: building your pathway to professional success. Phua, V. Personal brand in online advertisements: comparing white and brazilian male sex workers. Focus 41, — Pihl, C. In the borderland between personal and corporate brands - the case of professional bloggers. Podsakoff, P. Recommendations for creating better concept definitions in the organizational, behavioral, and social sciences.
Methods 19, — Rampersad, H. A new blueprint for powerful and authentic personal branding. Rangarajan, D. Strategic personal branding—and how it pays off. Resnick, S. Roberts, L. Changing faces: Professional image construction in diverse organizational settings. Saleem, F.
Schlenker, B. Impression Management. Schlosser, F. Chance events and executive career rebranding: implications for career coaches and nonprofit HRM. Schon, D. Schultz, B. Personal branding still in future for most newspaper reporters. Sheikh, A. Engineering consultants' perceptions of corporate branding: A case study of an international engineering consultancy.
Shepherd, I. From cattle and coke to charlie: meeting the challenge of self marketing and personal branding. Speed, R. Human branding in political marketing: applying contemporary branding thought to political parties and their leaders. Spence, M. Job market signaling. Stanton, A. Sturdy, A. A consulting diaspora? Enterprising selves as agents of enterprise. Organization 15, — Suddaby, R.
Editor's comments: construct clarity in theories of management and organization. Sveningsson, S. Managing managerial identities: organizational fragmentation, discourse and identity struggle. Tarnovskaya, V. Reinventing personal branding building a personal brand through content on YouTube. Thomson, M. Human brands: Investigating antecedents to consumers' strong attachments to celebrities.
Tulchinsky, G. Fantasy and personal branding: market dynamics and stylistic integration of the popular literature. XIV, — Turner, J. The significance of the social identity concept for social psychology with reference to individualism, interactionism and social influence.