{"id":1169,"date":"2026-01-15T22:46:40","date_gmt":"2026-01-15T19:46:40","guid":{"rendered":"https:\/\/www.etimm.ase.ro\/?p=1169"},"modified":"2026-01-15T22:47:32","modified_gmt":"2026-01-15T19:47:32","slug":"emotional-experiential-marketing-campaign-analysis-in-romania","status":"publish","type":"post","link":"https:\/\/www.etimm.ase.ro\/?p=1169","title":{"rendered":"Emotional &#038; Experiential Marketing: Campaign Analysis in Romania"},"content":{"rendered":"<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Title<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_title\" content=\"Emotional &#038; Experiential Marketing: Campaign Analysis in Romania\"\/>Emotional &#038; Experiential Marketing: Campaign Analysis in Romania<\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Author(s)<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_author\" content=\"Andra D\u0102NESCU\"\/>Andra D\u0102NESCU<\/span><\/span>\n<\/p>\n<p>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_publication_date\" content=\"2026\/01\/15\"\/><meta name=\"citation_journal_title\" content=\"Journal of Emerging Trends in Marketing and Management\"\/><meta name=\"citation_volume\" content=\"1\"\/><meta name=\"citation_issue\" content=\"4\"\/><meta name=\"citation_firstpage\" content=\"52\"\/><meta name=\"citation_lastpage\" content=\"60\"\/><meta name=\"citation_place_published\" content=\"Bucharest, Romania\"\/><meta name=\"citation_publisher\" content=\"The Bucharest University of Economic Studies Publishing House\"\/><meta name=\"citation_issn\" content=\"2537-5865\"\/><\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Classification JEL <\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_classification_jel\" content=\"M31.\"\/>M31.<\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Abstract<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_abstract\" content=\"This paper investigates the strategic integration of emotional and experiential marketing in brand communication, focusing on how these approaches reshape traditional rational strategies within the Romanian market. The purpose of this study is to understand when and how emotional and experiential marketing become effective tools for enhancing consumer engagement and brand loyalty, even in highly technical industries such as banking. The research combines a theoretical framework with applied analysis. First, a literature review was conducted to define the conceptual differences and intersections between emotional and experiential marketing, both offline and online, and to identify key success factors in their implementation. Second, a qualitative case study was developed on Banca Comercial\u0103 Rom\u00e2n\u0103 (BCR), examining its transition from rational and technical communication to emotion-driven and experience-centered strategies, both in traditional campaigns and through its digital ecosystem, George. BCR\u2019s campaigns illustrate how emotional storytelling, personalization, and user experience design can humanize a technical service and foster brand trust. This study contributes to marketing practice by offering insights into the applicability of emotional and experiential strategies beyond lifestyle industries, demonstrating their relevance in complex, data-driven contexts. It also proposes directions for future research, suggesting that quantitative studies should further explore the direct correlation between these strategies and measurable outcomes such as brand perception, satisfaction, and long-term trust.\"\/>This paper investigates the strategic integration of emotional and experiential marketing in brand communication, focusing on how these approaches reshape traditional rational strategies within the Romanian market. The purpose of this study is to understand when and how emotional and experiential marketing become effective tools for enhancing consumer engagement and brand loyalty, even in highly technical industries such as banking. The research combines a theoretical framework with applied analysis. First, a literature review was conducted to define the conceptual differences and intersections between emotional and experiential marketing, both offline and online, and to identify key success factors in their implementation. Second, a qualitative case study was developed on Banca Comercial\u0103 Rom\u00e2n\u0103 (BCR), examining its transition from rational and technical communication to emotion-driven and experience-centered strategies, both in traditional campaigns and through its digital ecosystem, George. BCR\u2019s campaigns illustrate how emotional storytelling, personalization, and user experience design can humanize a technical service and foster brand trust. This study contributes to marketing practice by offering insights into the applicability of emotional and experiential strategies beyond lifestyle industries, demonstrating their relevance in complex, data-driven contexts. It also proposes directions for future research, suggesting that quantitative studies should further explore the direct correlation between these strategies and measurable outcomes such as brand perception, satisfaction, and long-term trust.<\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Keywords<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_Keywords\" content=\"Emotional marketing, experiential marketing, consumer experience, Romanian banking market, online banking.\"\/>Emotional marketing, experiential marketing, consumer experience, Romanian banking market, online banking.<\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Full Text: <meta name=\"citation_pdf_url\" content=\"https:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2025\/JETIMM_V04_2025_169.pdf\"\/><a href=\"https:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2025\/JETIMM_V04_2025_169.pdf\" target=\"_blank\"><span style=\"color: rgb(0, 0, 205);\">download pdf<\/span><\/a><\/strong><\/span><\/span><br \/>\n<\/h4>\n<p>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Cite: <a href=\"https:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2025\/JETIMM_V04_2025_169.ris\" target=\"_blank\"><span style=\"color: rgb(255, 0, 0);\">download citation<\/span><\/a> (for EndNote, Reference Manager, ProCite)<\/strong><\/span><\/span>\n<\/p>\n<p>\n&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Title Emotional &#038; Experiential Marketing: Campaign Analysis in Romania Author(s) Andra D\u0102NESCU Classification JEL M31. Abstract This paper investigates the strategic integration of emotional and experiential marketing in brand communication, focusing on how these approaches reshape traditional rational strategies within the Romanian market. The purpose of this study is to &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_ef_editorial_meta_date_first-draft-date":"","_ef_editorial_meta_paragraph_assignment":"","_ef_editorial_meta_checkbox_needs-photo":"","_ef_editorial_meta_number_word-count":"","footnotes":""},"categories":[32],"tags":[],"coauthors":[18],"class_list":["post-1169","post","type-post","status-publish","format-standard","hentry","category-jetimm_2025"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/1169","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1169"}],"version-history":[{"count":1,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/1169\/revisions"}],"predecessor-version":[{"id":1170,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/1169\/revisions\/1170"}],"wp:attachment":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1169"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1169"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1169"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=1169"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}