FOUR PILLARS OF EMOTIONAL BRANDING IN BUILDING DENTAL CLINIC BRAND
Patients' experiences and perceptions have an important role in dental practices, they determine the behavior of patients in the dental practice environment. Emotional branding is a way to build emotional bonds and provide anemotional experience for consumers. Emotional branding is based on...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/68639 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Patients' experiences and perceptions have an important role in dental practices,
they determine the behavior of patients in the dental practice environment.
Emotional branding is a way to build emotional bonds and provide anemotional
experience for consumers. Emotional branding is based on four basic concepts,
namely relationship, sensory experience, imagination and vision. For a dental
clinic brand, emotional branding can be utilized to build emotional bonds and
provide experience that are consintent with the dental clinic’s brand. This study
aims to examine how emotional branding affect the patient's experience of the
dental clinic. The Bandung Dental Center Clinic was chosen as the object of the
study. This research was conducted using qualitative approach with data collection
methods through observation and interviews. The data obtained is then analyzed
using the principle of qualitative content analysis to find out how emotional
branding is applied based on four pillars of emotional branding in Bandung Dental
Center and what experiences are given from the application of emotional branding. |
|---|