Emotional Marketing and Consumer Purchasing Decisions: A Case Study of Apple

Introduction Organizations engage in marketing to promote their products and attract large markets. A company that fails to conduct enough marketing does not live to the expectations of its owners. In the United States, marketing strategies continue to change each day due to changes in the society. The marketing mechanisms that made ancient companies great might not be applicable in today's scenario. In Marketing, communication with the targeted population holds the key to convince people about the product. Emotional branding enables marketers to build brands that appeal to customers through triggering emotional aspirations, state, and needs. Over time, the marketing strategy leads to an emotional response that convinces the consumer to purchase the item. Since its inception, Apple Inc. perfected the art of emotional marketing to attract more customers to buy Apple products. Due to the success of Apple Inc., it is important to evaluate the impact of emotional marketing on consumer purchasing decisions. Apple Inc. started operations in 1976 in California. The founders of the company included Ronald Wayne, Steve Jobs, and Steve Wozniak. Initially, the company sold personal computers under the brand Apple. Business became more profitable making the founders hire designers and engineers to build a production line. The products became household names leading to a wide acclaim, for Apple product. Despite the power struggles between the founders, the company continued to grow increasing its market share. However, Apple…

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