|
|
Article: Creating an emotional bond: Consultant Glenn Omura discusses how to use touchpoints to elicit customer emotions.(The Complete Picture)(Interview)
- Article from:
- PMA Magazine - Connecting the Imaging Communities
- Article date:
- March 1, 2007
- Author:
CopyrightCOPYRIGHT 2007 PMA Magazine. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
PMA Consultant Glenn Omura, Ph.D., associate professor of Marketing & Supply Chain Management at Michigan State University, East Lansing, Mich., tells PMA magazine about creating an emotional bond with customers--a most important aspect of retailing.
PMA: What does "creating an emotional bond with customers" actually mean? What is it--and what is it not?
Omura: An emotional bond is a link between a brand and customers based on any number of emotions, such as trust (GE), coolness (Apple), likeability (Coke), fun (Disney and McDonald's), sexuality (Victoria's Secret), and treasure hunting (Costco). This link is at a personal and holistic level. Emotions ...