하이하이--터치터치 마케팅을마케팅을 잡아라잡아라

서용구 숙명여대 경영학부 교수

ygs9964@sm.ac.kr

1. Emotion as Premium1. Emotion as Premium

Jeanette Norden 교수

à 신경과학자이자 밴더빌트 (Vanderbilt University) 의과대학

세포 발생 생물학 교수

2. Emotional Brand Experience 2. Emotional Brand Experience

Bernd Schmitt (2012), ”The Consumer Psychology of Brands”, Journal of Consumer Psychology, 22, 7-17

3. Emotional Capitalism3. Emotional Capitalism

Social Capital신뢰

네트워크(Bonding & Bridging)

소속감

다양성

가치, 표준, 인생관

시민 파워 참여

상생

Social Capital

1. Emotion as Premium1. Emotion as Premium1. Emotion as Premium1. Emotion as Premium

2. Emotional Brand Experience 2. Emotional Brand Experience

3. Emotional Capitalism3. Emotional Capitalism