EMOTIONAL MARKETING IN INSURANCE SECTOR - Sharma, Namratha;Rao, P. Purushotham
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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…mehr

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Produktbeschreibung
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.
Autorenporträt
Dr. Namratha Sharma is a Post Graduate in Commerce & Information Systems and had completed her Ph.D. from Prestigious Osmania University one of the oldest University in South India. She has cleared UGC SET Exam. She rendered her services in academics at Nizam College and an avid researcher and has several publications in reputed journals.