ЭМОЦИОНАЛЬНЫЕ МОТИВАТОРЫ КАК ИНСТРУМЕНТ СОЗДАНИЯ ДОЛГОСРОЧНОЙ ЦЕННОСТИ БРЕНДА

Abstract

In the conditions of development of impression marketing, to create brand value, it is necessary to use emotional motivators, which are the driving force behind the most profitable consumer behavior and affect the creation of consumer experience. The article discusses certain provisions of theories of motivation in the context of consumer behavior and reveals the role of emotions as the driving force of motivation, traces the relationship between the long-term value of the brand and the use of emotional motivators.