hkr.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Emotional branding: fulfillment of people's needs: a laboratory experiment
Kristianstad University College, School of Health and Society.
Kristianstad University College, School of Health and Society.
2009 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The concept of emotional branding has not received much attention from the academic community. Emotional branding is a powerful and advantageous instrument. It links brand to the customers, makes customers identify themselves with the brand, adapts brand to customers’ way of life, and makes brand more reliable in customers´ eyes. Simply defined, emotional branding is about fulfilment of peoples’ needs.

This dissertation explores and analyses factors, which explain the concept emotional branding. After having reviewed the literature in the area of branding and emotions, the authors of the dissertation create an explanatory model. This model consists of four factors: Trust, Personality, Lifestyle, and Relationship. Four propositions are formulated in order to test the model. The suggested theory was tested in a laboratory experiment with a Multi-method qualitative study. The conclusion of the research conducted is that emotional branding, indeed, can be explained by four factors; Trust, Lifestyle, Personality, and Relationship.

Place, publisher, year, edition, pages
2009. , p. 108
Keywords [en]
Brand, branding, emotional marketing, emotion, emotional branding, trust, personality, lifestyle, relationship
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hkr:diva-949OAI: oai:DiVA.org:hkr-949DiVA, id: diva2:224642
Presentation
2009-06-03, HKR Hus 18, sal 222, Högskolan i Kristianstad, 29188 Kristianstad, Kristianstad, 09:00 (English)
Uppsok

Supervisors
Examiners
Available from: 2009-11-02 Created: 2009-06-20 Last updated: 2009-11-02Bibliographically approved

Open Access in DiVA

fulltext(1185 kB)2202 downloads
File information
File name FULLTEXT01.pdfFile size 1185 kBChecksum SHA-512
06f53fde41a8e624c92f8a1960669e3c728df16f5a323a1fa18d5e8bf2c94a5fb17277ef11a81c14cf52e4506976525752e770caf685cc1f11a824083e6827ec
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Maracic, JagodaMaracic, Spomenka
By organisation
School of Health and Society
Social Sciences

Search outside of DiVA

GoogleGoogle Scholar
Total: 2202 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 595 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf