Emotional Branding in the Labyrinth of the Post-Truth
Authors:
Stefan
Sezerliev
St. Cyril and St. Methodius University of Veliko Tarnovo, Bulgaria
Pages:
17-
23
DOI: https://doi.org/10.54664/MLWI5414
Abstract:
Post-truth and emotional branding are constantly criticized, the main argument being the creation of emotional pressure in the decision-making process. This is also cited as a prerequisite for fake news, rumours, political lies etc. Can we get out of this frame and look for new intersections of post-truth and emotional branding? Perhaps this would be a way of humanizing post-truth for the benefit of society and reducing brand populism.
Keywords:
Post-truth Era, brand, emotional branding, brand populism, media, rhetoric, consumers.
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