Building an emotional brand via digital channels: A case study of the not-for-profit landscape in Ireland

This paper considered the theories of emotional branding in the context of the not-for-profit landscape in Ireland. This research sought to explore current emotional branding practises, consumer-brand relations and digital brand building. A qualitative approach was used to conduct this case study research. Interviews with industry professionals who engaged in emotional branding practises in the not-for-profit sector were conducted and rich data was gathered. A desire among interviewees to continue developing emotional branding strategies was identified. Contrasting opinions of consumer-brand relationships were discussed and best practises for emotional branding were identified. In light of the findings, this research suggested key actions for marketers to undertake before engaging in emotional branding strategies. This paper highlights the gaps in current academic literature in the areas of emotional branding and brand-consumer relationship building and emphasizes the need for further research in these areas.