The article provides the analysis of strength and nature of emotional bonds between consumers and corporate, product and personal brands of different companies. Based on the survey of respondents involved in groups of brands in social network Vkontakte the authors consider the impact of each of three types of brands on emotional bonds with consumers creation.
The article presents the results of the empirical research done by the author in 2010-2012. This research has revealed the importance of advertizing and not advertizing sources of the income of the Russian radio stations.
Customer journey mapping as a basis of marketing communication choice for Rx and OTC medicines promotion