EMOTIONS AND BRANDING: THE EMOTIONAL DIMENSION OF BRANDS IN THE DIGITAL CONTEXT

• Type: Article in International Conference Proceedings Book
• Date: 2019

Authors

Verissimo, A (Author) Other; Giesteira, Bruno (Author) FBAUP

Conference proceedings International

Title: DIGICOM 2019 - 3RD INTERNATIONAL CONFERENCE ON DESIGN AND DIGITAL COMMUNICATION

Pages: 419-430

3rd International Conference on Design and Digital Communication (DIGICOM)

Barcelos, PORTUGAL, NOV 15-16, 2019-2109

Indexing

ISI Web of Knowledge - 0 Citations

Other information

Authenticus ID: P-00T-7FM

Abstract (EN): The presence of brands in digital is a challenge and at the same time an opportunity. It is important to realize the extent to which emotion is a determining factor in digital, to create meaningful and memorable experiences. Assuming that adaptation to change is a basic factor for the survival of any brand, so branding must adapt to new realities. In this article, we reflects on how fleeting and momentary can be what thrills and binds us to a brand. Different authors emphasize the importance of emotions in the experience provided by the image of a brand, as well as the connections that are established with people. This study begins by making a state of the art about the role of emotions in the area of branding, subjecting a set of individuals to the visualization of a sample of visual identities, through qualitative methods, with the objective of collecting data, establishing comparisons and to analyze correlations between the emotional perception of individuals and the strategic vision of the brand and associated branding. This article arises in the context of a master's dissertation, still under investigation, and therefore it is not possible to present final statements, only partial considerations of the work developed so far. The results of this study, being in development, ends the purpose of being applied in the branding of a newly created brand.

Language: Portuguese

Type (Professor's evaluation): Scientific

No. of pages: 12