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RETRACTED: Promoting brand gratitude through unique emotional connection: a qualitative study

Subhajit Bhattacharya, Arunava Dalal

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 7 July 2023

Issue publication date: 1 November 2023

1016
This article was retracted on 10 Oct 2024.

Retraction statement

The publisher of Qualitative Market Research wishes to retract the article Bhattacharya, S. and Dalal, A. (2023), “Promoting brand gratitude through unique emotional connection: a qualitative study”, Qualitative Market Research, Vol. 26 No. 5, pp. 534-554. https://doi.org/10.1108/QMR-04-2022-0060

It has come to our attention that the necessary informed consent was not sought in advance of the research being conducted.

This article has been retracted at the authors' request; the authors would like to note that any wrongdoing was unintentional.

The publisher of the journal sincerely apologizes to the readers.

The retracted article is available at: https://doi.org/10.1108/QMR-04-2022-0060

Abstract

Purpose

A growing challenge for organizations is to keep their brand relevant and connected to consumers. This can be achieved by connecting the consumer not only through conventional lines but also through means of developing emotional bonding, leading to brand gratitude. This study aims to develop a conceptual model by identifying a set of components and establishing a probable linkage between them for the development of brand gratitude.

Design/methodology/approach

A qualitative study involving three focus group discussions with industry experts was conducted to identify the brand elements that can help build a strong emotional connection between the brand and customers, leading to brand gratitude.

Findings

The study identified the different brand elements and their relative influence on building the consumer-brand emotional connection. These components were then incorporated into a conceptual model for creating a “Unique Emotional Connection” (UEC). The outcome of the UEC model is enhanced and long-lasting association of the brand through brand gratitude.

Originality/value

An integrated study to understand the different elements influencing customer-brand emotional connection is rare. Also, papers studying the role of gratitude in brand management are limited. This study has tried to address these gaps through a conceptual framework that can help marketing practitioners to develop a long-lasting customer-brand relationship.

Keywords

Acknowledgements

The authors want to thank everyone who participated in this study for their time and willingness to share their experiences. Their contributions have been invaluable in assisting them in comprehending the subject and drawing relevant conclusions. Following that, they would like to thank the anonymous referees for their insightful comments that helped to improve the paper’s quality. The authors additionally are appreciative to the journal’s Editor and Associate Editor for their assistance from the submission to the acceptance of their research paper.

Citation

Bhattacharya, S. and Dalal, A. (2023), "RETRACTED: Promoting brand gratitude through unique emotional connection: a qualitative study", Qualitative Market Research, Vol. 26 No. 5, pp. 534-554. https://doi.org/10.1108/QMR-04-2022-0060

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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