Measuring Emotional Value in the Digital Brand

Syafrizal Helmi Situmorang, Endang Sulistya Rini, Sirojuzilam Hasyim, Arlina Nurbaity Lubis

2019

Abstract

When consumers are filled with a lot of complex information, they will tend to use their emotional considerations rather than rationally. Therefore, in a crowded market, emotional responses will win over rational thinking. For brands, the emotional element is very important as a differentiating factor. This element provides the foundation and energy for the brand development strategy. Consumers evaluate brands not only based on features and quality but mostly by feelings and experiences. This study aims to analyze the level of the emotional value of consumers based on their experience when using brands. The respondents of this study are the millennial city of Medan. The brands measured were 28 brands consisting of brand categories like e-commerce, smartphones, camera, notebooks, online travel, transport applications, Net emotional value measurement consists of value driver and value destroyer. Value drivers consist of attention clusters, recommendation clusters, and advocacy clusters. The category of emotions that enter into the group destroys is feeling dissatisfied, frustrated, disappointed, upset, stressed unhappy, feeling abandoned and feeling pushed. Data analysis uses descriptive analysis where net emotional value is obtained from the positive emotion (value driver) against negative emotion (value destroyer). Research findings show that all brands observed have a positive net emotional value (NEV) value, meaning that the brands are able to manage the emotional side of consumers. Theoretically, the results of this study show that realizing customer positive emotions is the first step to improve the Customer Experience and customer loyalty. In practical terms, this study provides guidance on calculating the net emotional value to brand managers.

Paper Citation

in Harvard Style

Situmorang S., Rini E., Hasyim S. and Lubis A. (2019). Measuring Emotional Value in the Digital Brand. In Proceedings of the 2nd Economics and Business International Conference - Volume 1: EBIC, ISBN 978-989-758-498-5, pages 101-111. DOI: 10.5220/0009199701010111

in Bibtex Style

@conference{ebic19,
author={Syafrizal Helmi Situmorang and Endang Sulistya Rini and Sirojuzilam Hasyim and Arlina Nurbaity Lubis},
title={Measuring Emotional Value in the Digital Brand},
booktitle={Proceedings of the 2nd Economics and Business International Conference - Volume 1: EBIC,},
year={2019},
pages={101-111},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009199701010111},
isbn={978-989-758-498-5},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd Economics and Business International Conference - Volume 1: EBIC,
TI - Measuring Emotional Value in the Digital Brand
SN - 978-989-758-498-5
AU - Situmorang S.
AU - Rini E.
AU - Hasyim S.
AU - Lubis A.
PY - 2019
SP - 101
EP - 111
DO - 10.5220/0009199701010111