• Ashok Kumar Mishra

Human beings are sensitive, they feel uncomfortable when they face any information that varies with what they believe. It happens especially when the beliefs are about themselves and facts are contradictory. This discomfort of human beings is known as Cognitive Dissonance. The general behaviour of human being is to shift from such psychological state to attain consonance, which can be achieved either by consumer himself or through other sources. Marketers use emotional branding as a tool to help customers to shift from such psychological state. A sense of incompleteness is created in the mind of consumers by the company through numerous television or radio commercials campaigns and point of purchase materials, creating pre-purchase intentions towards a particular product. They touch the emotional chords of customers, as a result establishes a connection between their brands and the purchasing decision of the customers. This paper is an attempt to study the concept of emotional branding with the help of two case studies which highlights the importance of emotional positioning of brands to reduce dissonance and satisfy customers’ needs.

Dissonance; Emotional Branding; Cognition; Conation; Discord.

"Role of Emotional Branding to Reduce Dissonance in Customer in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 3, page no.825-835, March-2019, Available :http://www.jetir.org/papers/JETIR1903M99.pdf

"Role of Emotional Branding to Reduce Dissonance in Customer in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 3, page no. pp825-835, March-2019, Available at : http://www.jetir.org/papers/JETIR1903M99.pdf