Em conexão com a emoção : a importância do marketing emocional para criação de lovemarks

Abstract

In a market scenario of intense competitiveness, the parity of products and services causes brands to seek new differentials. These differentials, which not only promote a good customer experience, but also contribute to a lasting relationship and mutual admiration between the parties. This highlights the role of emotions in the construction of what has been called the lovemark. Considering this context, this monographic work aims to analyze the relevance of emotional marketing strategies for building a lovemark. Based on this assumption, the following objectives were highlighted: analyzing the relevance of creating emotional marketing strategies for building a lovemark, identifying how emotion influences the consumer's choice decision and understanding which emotional marketing strategies are used to build a lovemark . For this, through review of the current bibliography, we sought to identify the role of the brand within this scenario of intense competitiveness, as well as the strategies for its management and the understanding of the concept of lovemark. Then, the transition from the traditional marketing proposal to the emotional marketing was contextualized, highlighting the great influence of emotions in the purchase decision process and in the relationship with consumers. The methodology used in this work was the case study of the Netflix platform, carried out through Netnography from its fanpage. Netflix has been identified as one of the most loved brands in Brazil and its humanized language and personified communication strategies have aroused the affection and involvement of its followers (sic).