Research On The Emotional Brand Construction

As the development of the socialist market economy, the amount of merchandise increases rapidly. How consumers choose goods from the large number of merchandise is a process of resource allocate for consumer's concentration. Only the effective configuration mode could maintain consumer's concentration. Neoclassical Economics bases on the hypothesis of perfect rationality, while the Behavioral Economics and the Neuroeconomics bases on the hypothesis of imperfect rationality with emotion playing an important role in it. This thesis proves that brand can allocate the resource of consumers'concentration effectively through emotional profits, which can promote repurchase intention.Emotional profits are the consumers' satisfaction degree from the goods, and the emotional brand can stimulate target customers' conditioned reflex. Compared the emotional brand theory with the traditional brand theory, this thesis proves that emotional brand can attract consumers for a long time and can be activate by manufacturer easily. Under the same material profits, the demand curve of high emotional profits is steeper. When the single category of brand is closer to the consumers'ultimate profit, the life of brand is longer.Firms compete with each other for survival on the material profits, while the competition of emotional profits is for development. Separating the emotional profits from the single category, this thesis shows the reason why brand can attract lots loyal consumers is the centripetal force of the emotion. The mechanism of the centripetal force is the decrease of choice cost. Together with the psychology and brand theory, this thesis analyzes the formation mechanism of emotional profits and the effect of emotional profits. Then this thesis advances suggestions for brand construction and marketing.This thesis includes five chapters:the first chapter poses problems; the second chapter compares the emotional brand with brand attachment, brand revitalization, brand extension, conspicuous consumption and brand loyalty; the third chapter analyzes the demand curve of emotional brand and consumers' profit chain; the forth chapter analyzes the mechanism of emotion gathers consumers and the effect of emotional profits; the fifth chapter advances suggestions for the brand development and gives the research direction including emotional brand and brand community.