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Emotional Marketing in Insurance Sector
Namratha Sharma
(Autor)
·
P. Purushotham Rao
(Autor)
·
LAP Lambert Academic Publishing
· Tapa Blanda
Emotional Marketing in Insurance Sector - Sharma, Namratha ; Rao, P. Purushotham
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Reseña del libro "Emotional Marketing in Insurance Sector"
In emotional marketing, a single emotion is used to engage the viewer and encourage a purchase. Emotional marketing incorporates feelings like pleasure, anxiety, or rage to stir up an emotional reaction in the target market.The book is broadly focused on two major area a. Emotional Purchase Intention, where analysis is performed based on intentions of customers and b. Emotional Customer Purchase Intention, where analysis is focused on role of Insurance agent using emotions and selling insurance product. The result on how mediating effect of Emotional Marketing and Emotional Brand Association of consumer when buying an insurance product and mediating effect of Emotional Persuasion and Emotional Promotion by insurance agent while selling an insurance product.
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