ScholarWorks@숙명여자대학교

초록

Emotional marketing has become a key strategy in modern markets, emphasizing emotional connection and trust over functional product value. This study examines Raydel, a Korean health functional food brand, to explore how the entrepreneurial narrative of Chairman Byung-Koo Lee, presented in his autobiography The Best Option, was transformed into an emotional marketing strategy and contributed to the brand’s emotional brand equity. Using a qualitative case study approach, the research analyzes how Lee’s life themes challenge and conviction, ethical management, and consumer-centered authenticity were reflected in Raydel’s communication strategies, including advertising, packaging, and media presence. The findings reveal that the entrepreneur’s narrative not only enhances brand authenticity and moral legitimacy but also strengthens consumer empathy, identification, and loyalty. The study concludes that entrepreneurial narratives can function as strategic emotional assets that go beyond corporate promotion, enabling brands to foster deeper emotional engagement. This highlights the practical value of narrative-driven emotional branding in building sustainable consumer trust, particularly in industries where objective efficacy claims are limited, such as health functional foods.

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