EMOTIONAL CONNECTION OF THE CONSUMER AND BRAND. FACTORS OF INFLUENCE ON THE SELECTION OF A BRAND WHEN PURCHASING
The study describes the main results of the authors` studies in the framework of studying the nature of consumer behavior. The results of a survey conducted using online panels are interesting and allow drawing conclusions about factors affecting consumer behavior, as well as the emotional connection between the consumer and the brand. The authors proposed modified emotional model of consumer behavior in making decisions about the choice / purchase of goods or services. The research methodology was built in the framework of the theory of behavioral economics based on the method of segmentation by benefits and values. This made it possible to significantly supplement the process of modeling consumer behavior. The factors influencing the choice of the brand were identified, the degree of their influence was revealed during the survey. The survey was conducted among 500 male and female respondents aged 18 to 35 years. The peculiarity of the study was to establish the age limits of respondents to more accurately identify the characteristics of the segment, similar in perceived values and lifestyle, which determined the segmentation of benefits. Based on the study, the authors formed a model of intellectual operations with emotions, identified the tools of influence, factors that influence the choice of the brand, and emotional factors that influence the behavior of the youth segment.
Keywords: consumer behavior, emotional intelligence, emotional connection, brand, loyalty, emotion, value.
Highlights:
a new impulse of loyalty to a brand or trademark was revealed based on the formation of a strong emotional connection or emotional association with the consumer for a brand-name promise is identified;
a marketing study of the behavior of the youth segment is carried out, which makes it possible to identify influence factors that allowed us to model and control the behavior of consumers of a specific target segment;
a modified emotional model of consumer behavior is formed based on tools of emotional intelligence and provisions of the behavioral economy.
Nataya V. Kalenskaya, Doctor of Economics, Professor, Head of the Department of Marketing; Vasilisa-Regina F. Mukhadisova, post-graduate student; Albina S. Kurbanova, post-graduate - Institute of Management, Economics and Finance, Kazan (Volga) Federal University.