Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Banka, Ashutosh Title A name given to the resource Capturing customers spirit in the digital era Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Brand Creation and Management in the Phygital Era;pp.123-146 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3373-0948-4.ch005" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3373-0948-4.ch005</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105009993608?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105009993608?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Banka A., Christ University, India Description An account of the resource The chapter discusses the concepts of customer engagement in the digital era, more specifically focusing on emotional branding, convergence of physical and digital touchpoints for marketing, and the elements of technology. It explains in detail the processes of how brands are able to emotionally connect with their target audience, how they are able to use the data collected in a legal manner, and how they can provide a more engaging and personalized experience. By assessing consumer behavior patterns and trends in technology, the chapter provides useful insights on how brands can go after the soul of their consumers in a more and more online world. 2025, IGI Global Scientific Publishing. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-833730950-7; 979-833730948-4; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online