Overview

Modern marketing creates deep, emotional connections and memorable experiences that resonate with consumers on a personal level. Brands increasingly rely on storytelling, sensory engagement, and emotional appeal to differentiate themselves and build lasting loyalty. The emotional and experiential dimensions of marketing focus on how consumers feel and what they experience throughout their journey with a brand, from first impressions to post-purchase interactions. This approach recognizes that decisions are heavily influenced by feelings, context, and personal meaning. Understanding and leveraging these human-centered aspects is essential for marketers creating authentic, impactful brand experiences. Emotional and Experiential Dimensions of Modern Marketing explores how modern marketing strategies leverage emotions and immersive experiences to influence consumer behavior and build brand loyalty. It examines the psychological and sensory elements that shape customer perceptions, engagement, and decision-making throughout the brand journey. This book covers topics such as emotional intelligence, neuromarketing, and sustainability, and is a useful resource for business owners, marketers, psychologists, academicians, researchers, and scientists.

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9798337376165

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Author Information

Rossana Piccolo is a researcher at the University of Teramo (Italy), Department of Communication Sciences, where she teaches Retail Marketing and Brand Management. She holds a European PhD in Entrepreneurship and Innovation. During PhD, she studied at the University of the West of Scotland (UWS), UK. She conducts research on technological innovation, knowledge management, corporate social responsibility, healthcare management and digital marketing. She is involved in several Peer Review processes for international journals and has participated in numerous international conferences as Key Speaker and Chair. Marianna Boero , PhD, is Associate Professor of Philosophy and Language Theory at the University of Teramo (Italy), Department of Communication Sciences, where she teaches Semiotics, New Media Semiotics and Semiotics of Advertising and Consumption. He mainly deals with text semiotics, semiotics of advertising and consumption, semiotics of culture, socialsemiotics and communication studies, and has published several articles and three scientific monographs on these topics.

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