Soutar and Sweeney (2003) studied the different segments with different levels of dissonance. The study was carried out to study different levels of dissonance amongst consumers. O‟Neill and Palmer (2004) attempted to study the relationship between cognitive dissonance and the stability of service quality perceptions. From the study it was concludedby the authors that the gap between expectations from purchase and prior experience increases with time and this led to perceptions of the earlier experience to decline and hence causes cognitive dissonance. Thomson, MacInnis and Park (2005) studied the relationship between people and the brands and found that customers build up emotional relationships with a few selected brands that last long. M. Lindstrom (2005) highlighted through study that in an attempt to develop brand exclusiveness, it is very important to go through from traditional means of communication to sensual, emotionally-based communication.
OBJECTIVES OF THE STUDY
The study covers the objectives which can be listed as:
To have an overview of branding of emotions and its impact on customers.
To study the role of emotional branding as a tool of post purchase dissonance reduction.