Influence of emotions while selecting the brand / Vliv emocí na zákazníka při volbě značky

Anton Lendiel

Bachelor's thesis

Influence of emotions while selecting the brand

Abstract:

The bachelor’s thesis is focused on understanding the emotional processes behind the brand choosing. The main target of the thesis is to find out how do customer emotions influence their choice while selecting the brand and why do people tend to select the brands with their emotions instead of cold-head facts. It is described and analysed in theoretical part the emotional marketing and definition of emotions, their types, and expressions, why the emotional marketing works and its impact on customers. Different techniques and strategies are described in the theoretical part as well aside with most frequently used measurements of effectiveness of the marketing. In practical part the research is conducted, and its results are analysed and concluded. Besides that, in the practical part it is described. Practical part is dedicated to analysing the marketing environment, purchasing processes, understanding the customer and their behaviour along with the research based on the outputs from the theoretical part.

Abstract:

The bachelor’s thesis is focused on understanding the emotional processes behind the brand choosing. The main target of the thesis is to find out how do customer emotions influence their choice while selecting the brand and why do people tend to select the brands with their emotions instead of cold-head facts. It is described and analysed in theoretical part the emotional marketing and definition of emotions, their types, and expressions, why the emotional marketing works and its impact on customers. Different techniques and strategies are described in the theoretical part as well aside with most frequently used measurements of effectiveness of the marketing. In practical part the research is conducted, and its results are analysed and concluded. Besides that, in the practical part it is described. Practical part is dedicated to analysing the marketing environment, purchasing processes, understanding the customer and their behaviour along with the research based on the outputs from the theoretical part.

Keywords

marketing, branding, emotions

Keywords

emotions, marketing, branding

Language used: English

Date on which the thesis was submitted / produced: 10. 5. 2023

Thesis defence

• Supervisor: Mgr. Ondřej Benda
• Reader: Leopold Tanner, MSc MBA

NEWTON University Group

NEWTON University

Bachelor programme:
Economics and Management