Relevant bibliographies by topics / Emotional marketing / Dissertations / Theses
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Dissertations / Theses on the topic 'Emotional marketing'

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Published: 4 June 2021
Last updated: 25 April 2022

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1

Blossom, Dudley. "Theoretical, methodological and analytical methods for exploring emotional episodes: Applications to consumption emotions and emotional satisfaction." Diss., The University of Arizona, 2001. http://hdl.handle.net/10150/279998.

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Research in consumption behavior often assumes emotion to be an antecedent or consequence of consumption rather than an integral part of consumption as it occurs. Psychological approaches to emotion often magnify this issue by using a cognitive model focussed on emotion as an outcome. This paper proposes a conceptualization of emotion as a process and an integral part of the consumption experience, perhaps even the reason for the experience. The focus is not specifically on emotional outcomes and their subsequent impact on behavior but on the process by which we experience emotion in a consumption environment and how that process is affected by emotional antecedents and results in emotional outcomes. Using a process trace method, a means of understanding emotional experiences as they occur is presented. The model is tested using a multilevel analysis method that preserves the time series nature of process measures by modeling at both the individual and group levels.
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Nováková, Michaela. "Emoční marketing a jeho uplatnění v TV reklamě." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359734.

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The aim of this master´s thesis is to analyse the application of emotions in TV advertisement. The theoretical part is focusing on importace of emotions for human and its impact on consumer behavior. The thesis also describes the emotions and its use in marketing communication. Thesis also explains how to built positive association with brand through the emotions, moreover the methods how to measure the emotions. The practical part of the thesis is focusing on content analysis of TV advertisement. The analysis introduces some of the product cathegories. The aim of this analysis is to confirm or reject the hypotesis that given product cathegories use the same emotional appeals. Subsequent research determines, if the emotional appeal is really functional and how the respondents are influenced by TV advertisement.
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Alaverdyan, Zarzand. "Emotional aspect of branding in b2b marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-76137.

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In today's world where it is becoming ever trickier to differentiate one product from another, it is even more significant to have the support of an influential brand. Obvious definitions of brand strategy are a foundation for successful management. Keeping in mind that the most ignored marketing opportunity in the Business to Business arena is the formation of a strong brand show the way to the requirement to have a clear basis for distinction. The significance of a categorization outside the B2B and B2C dichotomy is that it better explains the difficulty in the world of brands, as well as that it aids in perceiving the mutual dependence of different types of brands. It proves the extent at which brands in the shape of ingredient brands, corporate brands or mixed up B2C and B2B brand affecting the final end user and how that in its turn can have an influence on the starting point of the chain. While professionals are taught to make their managerial decisions based on a rational basis, professionals are human too and humans don't have the habit leave their emotions at elsewhere when they go to work.
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Bilotti, Katie. "Emotional Brand Attachment: Marketing Strategies for Successful Generation." Scholarship @ Claremont, 2011. http://scholarship.claremont.edu/cmc_theses/273.

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Modern society is structured around consumption. The climate of the current consumer culture is one of intense competition. In order to differentiate their brands and products, companies are beginning to focus on differentiating their brands on the basis of distinctive emotional, rather than functional, characteristics. Emotional brand attachment is defined as the bond that connects a consumer with a specific brand by involving feelings of affection, passion, and connection. When established, emotional brand attachment is a powerful tool for building brand equity and influencing the purchasing decisions of consumers. This paper explores the marketing tactics utilized by Dove brand and Nike, Inc. Although the means were different, both companies successfully generated emotional brand attachment between their products and modern consumers.
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Bae, Su Yun. "A Role for Emotion in Social Influences on Ambivalence: Emotional Intelligence and Agreement Effects on Subjective Ambivalence." The Ohio State University, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=osu1503070076203553.

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Park, Hyeyoung Helen. "Determinants on Mechanism of Emotional Marketing| Emotional Intelligence, Perception of Emotional Labor' Action, Efficacy and Customer' Coping Strategy on Customer Satisfaction." Thesis, Oklahoma State University, 2013. http://pqdtopen.proquest.com/#viewpdf?dispub=3598952.

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This study was to examine to identify the determinants on mechanism of emotional marketing in the restaurant business. The previous studied mostly examined to find out the service failure from the service qualities by service employees and by the service facilities. Limited studies were conducted to identify the service failure based on the emotional relationships among customers' emotional intelligence, and interactions to recover service failure from emotional labors as well as from customers.

The purposes of this study were conducted three steps. First, this study examined to identify how different characteristics of customer' characteristics of emotional intelligence such as perceiving emotion, social management, understanding emotion, use of emotion, and managing emotion can interact with 1) customer' perception on emotional labor' acting-out (deep and superficial), 2) customer' efficacy (for self and for other), 3) customer' coping strategy (emotional coping focus and problem coping focus) under unexpected service failure circumstances. Secondly, these three major theoretical constructs were tested to identify the statistical associations with customer' participation and satisfaction. Lastly, the group differences were conducted to test the mean differences between gender in customer' emotional intelligence, ethnicity, nationality and interactions between ethnicity and nationality.

The total of 598 responses was used for the group differences and the final structural equation modeling. Independent samples t-test was used to identify the mean differences between gender, and the Multivariate Analysis of Variance (MANOVA) was conducted to test the vector differences between the two ethnicity groups and nationality origins from the western countries and the eastern countries.

The findings from the group differences explained 1) customer' emotional intelligence has statistical differences between male and female customers, 2) customer' EI had significant meanings in the vector differences among ethnicity, nationality, and interactions of ethnicity and nationality between the western countries and eastern countries. The comparative fit index of the final competing structural model was 0.918, RMSEA = 0.059, thus the overall SEM fit indices were over the cut-off of the powerful model fits. Thus, the this study identified the determinants on mechanism of emotional marketing using the theoretical constructs of EI, emotional labor's action, customer efficacy, coping strategy on customer satisfaction under unexpectedly encountered service failure and the interactions among emotional changes in the service recovery from emotional labors as well as customers. This study contributes to establish theory on how customer' different characters of the EI can associate with different emotional constructs in this studies for hospitality, tourism and service oriented industries.

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Mitchell, Lorianne D. "Emotional Reactions to Organizational Change." Digital Commons @ East Tennessee State University, 2013. https://dc.etsu.edu/etsu-works/3052.

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8

Hedgren, Vickie, and Angelica Persson. "Swedish consumers say: -" Subliminal marketing is smart marketing!"." Thesis, Högskolan i Halmstad, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-29814.

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Title: Swedish consumers say – ”Subliminal marketing is smart marketing!” Authors: Vickie Hedgren and Angelica Persson Adviser: Klaus Solberg Søilen Level: Dissertation in Marketing, 15 ECTS, Spring 2015 Keywords: Subliminal, Messages, Advertising, Advertisement, Neuromarketing, Psychology, Subconscious, Primal instincts, Subliminal techniques, Ethics, Acceptance, Emotional Connection Purpose: The purpose of this dissertation is to find out what Swedish consumers think about marketing that is meant to influence their subconscious in their decision making, with a focus on subliminal messages, and whether it is ethically acceptable. This will be carried out by examining the two following research questions: 1. What marketing methods aimed at building a psychological connection with the consumer are ethically acceptable and in what areas of marketing or situations? 2. Is it ethical to use subliminal marketing for a cause-related brand, a luxury brand or aimed at a specific income group? We will further examine theories and studies done over the years as well as carry out our own to come up with our conclusions. Frame of Reference: We start of by presenting overall theories regarding subliminal advertising which leads us to various breakdowns such as psychology, primal instincts, subliminal techniques, ethics, causerelated marketing, high- and low end consumers. Methodology: The dissertation is based on a combination of quantitative and qualitative studies. We conducted one survey with 200 respondents and two interviews with marketers. We bring up the importance of validity, reliability, generalizability, carefulness and criticism. Empirical Framework: We will present the collected data from the performed online survey as well as the information from the two personal interviews. Conclusion: Swedish consumers have a high level of ethical acceptance when it comes to marketing that is meant to create a psychological connection. The conclusions made are that 1. Out of the 14 methods we chose to include in our dissertation, 12 of them had a high level of ethical acceptance; subliminal messages in fashion advertising and in an active situation is ethical 2. It is more unethical if a good-cause company uses subliminal marketing than if a luxury brand uses it.
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Alt, Melanie. "Emotional Responses to Color Associated with an Advertisement." Bowling Green State University / OhioLINK, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1206377243.

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Spratt, Ashley Price. "Green with emotion the effect of negative emotional appeal intensity on cognitive processing of environmental PSAs /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5680.

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Thesis (M.A.)--University of Missouri-Columbia, 2008.
The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 14, 2009) Vita. Includes bibliographical references.
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Schneider, Anke, and Markus Leitenbauer. "Effects of Picture Modification on Emotional Impact." WU Vienna University of Economics and Business, 2019. http://epub.wu.ac.at/6970/1/114.pdf.

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The aim of the study was to find out if there are features of an image which influence the emotional output to improve the affective pictorial stimuli for advertisements especially in tourism. The present study bases upon emotional pictures of the IAPS which were modified in several ways. In a first step the 18 most desperate images according to Russell's affective space were selected. The second step was the modification from an original picture to a grayscale picture, to a low luminance picture, to a high luminance picture, to a vertical reflected picture, to a high chroma picture and to a blurred picture. In a third step participants were asked to fill out a questionnaire and to rate the evoked emotions using SAM. Results show, that there are important factors of an image which influence the emotional reaction and which could be used to improve the pictorial stimuli for marketing.
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Maracic, Jagoda, and Spomenka Maracic. "Emotional branding : fulfillment of people's needs: a laboratory experiment." Thesis, Kristianstad University College, School of Health and Society, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-949.

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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.

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Mitchell, Lorianne D. "Emotional Responses to Performance Feedback: Implications for Organizations." Digital Commons @ East Tennessee State University, 2010. https://dc.etsu.edu/etsu-works/8307.

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Blomberg, Karin, and Martina Reppen. "Vikten av att knyta emotionella band till konsumenter genom upplevelsebaserad marknadsföring i butik : Med sinnesmarknadsföring som ett verktyg." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-16877.

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Syfte: Syftet med rapporten är att undersöka hur man skapar en varumärkesstrategi som fungerar från affärsidé ner till köpsituation. Vad görs idag för att uppnå en ideal upplevelse i butik och vad är gängse synsätt på hur kommunikationen ska utformas i denna kanal? Vidare är syftet att få en djupare förståelse för hur begreppen Emotional Branding, Experience Branding och Sensory Marketing bör sammankopplas och vad det kan tillföra ett varumärke inom retail. Hur kan åtråvärda upplevelser inom dagligvaruhandeln, en plattform som bör fungerar som en förlängd arm till varumärkets strategi, bidra till att bygga starka och känsloladdade relationer till sina kunder? Metodologi: Studien utgår från ett hermeneutiskt synsätt, bygger på en kvalitativt kvalitativ forskningsmetod och har en deduktiv ansats. Studier av sekundärdata har först genomförts för att sedan undersöka empirin med hjälp av intervjuer som metod för datainsamling. Teori: Teorin bygger på en samling begrepp som förklaras och definieras – Brand, Branding, Emotional Branding, Experience Marketing, Sensory Marketing. Vidare kopplas begreppen till retaillandsskapet, som är en avgränsning för studien.   Empiri: Empirin utgörs av en första del bestående av ett tidigare utfört exempel av en forskare med stora kunskaper inom ämnet, vilket ämnas ska kunna visa på hur begreppet Sensory Marketing kan fungera i praktiken och vad det kan bidra med. Andra delen av empiriavsnittet består av tio intervjuer, med informanter som kategoriseras antingen som marknadsföringsstrateger eller butikschefer inom dagligvaruhandeln. Detta för att få två olika synvinklar på ämnet. Analys: i analysen ämnar forskarna återkoppla empirin med teorin. Diskussion: i denna del diskuteras ämnet i ett vidare sammanhang. Slutsats: studien visar att de teoretiska begreppen som behandlas kan bidra med att stärka varumärket och knyta starkare band till konsumenter. Informanterna, uppdelat i marknadsföringsstrateger respektive butikschefer, är ense om att kunden söker mer än vad butiksmiljön erbjuder och att införlivandet av nya marknadsföringsmetoder inte sker, sinnesmarknadsföring specifikt i detta fall. Det tycks finnas ett gap där marknadsföringsstrategerna ser detta som en missad möjlighet och butikscheferna anser sig vilja utveckla upplevelsen men inte har kunskapen att göra detta.
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Lešková, Terézia. "Zmyslový a emočný marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-114225.

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Sensory and emotional marketing is a new approach in marketing and represents a wide spectrum of a new reserch in marketing. In my diploma thesis I focus on the part called neuromarketing that in our countries is not very much studied yet. Neuromarketing is a science combining impact of emotions on our rational behaviour. Firstly I look on the topic theoretically followed by realistic attempt on the influence of neuromarketing on customer. Practival part nice reflects awareness about neuromarketing in economy students of selected Universities in ČR, SR and Denmark. It looks on possible influence in decision making process. Is divided into five parts in which I look also on the impact of advertisiment and its use in neuromarketing, as well as on ethics, which will take very important role in the future orientation of neuromarketing.
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Magrath, Victoria C. "The emotional and behavioural implications of mobile commerce design." Thesis, University of Manchester, 2014. https://www.research.manchester.ac.uk/portal/en/theses/the-emotional-and-behavioural-implications-of-mobile-commerce-design(44f88d88-a096-4166-b50d-65acf5cd3a8f).html.

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The purpose of this thesis is to analyse the implications of mobile commerce design variables on the consumer’s emotional and behavioural responses. With mobile and tablet commerce becoming as popular as desktop usage, fashion retailers must ensure that they have designed a mobile channel that will produce the most positive responses. The objective of the research was to therefore study the individual stimuli in the mobile environment and to investigate their effect upon the mobile consumer. The thesis primarily collates and identifies branding and marketing design stimuli within the mobile commerce environment. These design stimuli are subsequently tested as variables within two qualitative methods and provide insight into the implications of the individual stimuli. The research findings are vast and provide information as to emotional and cognitive responses towards the stimuli, behavioural responses and the connection between the two. Key findings are displayed within matrix tables, cluster diagrams and S-O-R models, offering a simplified results format for both academics and practitioners. This study is one of the first to research the design of the mobile commerce environment. Whilst research regarding mobile banking, mobile acceptance and mobile usage motivations have been briefly explored in literature, there are currently no studies that have examined the design of mobile commerce channels and consumer responses. Furthermore, although literature regarding the design of the online environment is profuse, the novelty of the mobile channel has rendered research deficient and emergent. It is at this time that research regarding the mobile environment is at the most lucrative. This body of work therefore offers original insightContents Page |11and important findings for academic and practical applications regarding the design of mobile fashion channels.
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Jewell, George B. "THE IMPACT OF MARKETING EMPLOYEE SATISFACTION ON SERVICE QUALITY." NSUWorks, 2010. http://nsuworks.nova.edu/hsbe_etd/46.

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The best service providers assure the highest levels of service quality. Frontline service providers need organizational commitment, emotional intelligence, and employee satisfaction to provide excellent service delivery. The research study reviews emotional intelligence, organizational commitment, and employee satisfaction within a Business to Business service organization. A literature review provides a theoretical base of constructs. A survey is used to measure the entire frontline organization, seeking results to support the hypothesis that higher service quality is related to emotional intelligence, organizational commitment, and employee satisfaction. The study offers future research potential on the role of frontline service providers to service quality. A review of the results, limitations, and future research implications are discussed.
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Shauchenka, Hanna. "Affective quality of educational services measurement in the context of higher education marketing." Thesis, University of Plymouth, 2015. http://hdl.handle.net/10026.1/3525.

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Educational marketing has become an increasingly important area within Higher Education as the competition for students has intensified. Being able to measure and understand the quality of educational services – a key factor in the decision making process for a prospective student – is an incredibly challenging problem as it involves the quantitative measurement of factors such as emotions and affections towards an Institution or programme, which themselves tend to be intangible. The application of total quality management philosophy and methodology in the context of higher education today is fully acknowledged and widely used. These conditions have defined the main task of this research: to develop a methodology for quantitative measurement of the affective quality of educational services for marketing management analysis. In other words offered research investigates how to measure things that have often been considered immeasurable. It was hypothesized that availability of a methodology for quantitative estimation of the affective quality of educational services provides additional important information that ensures an effective decision-making process in the marketing department in higher education institutions. Kansei engineering formalizes such concepts as affections and emotions and highlights their role in the purchase decision-making process. Our KanMar (short for Kansei Marketing) approach is aimed on the implementation of the main Kansei engineering ideas in the context of educational marketing and provides the framework for the quantitative measurement of educational services’ affective quality. KanMar enables the formalization of the affective quality of educational services for its marketing analysis: comparison, prediction, control, etc. The results of such an analysis help to position own services in today’s competitive market more effectively. Data obtained using KanMar methodology enables to find out the stakeholders’ implicit motivations or attitudes. So, for example, data obtained during the conducted survey has indirectly confirmed the students’ orientation to the practical activity. This orientation is typical for the Universities of Applied Sciences and the respondents for this survey have all been students at one of them. KanMar approach also addresses major gaps of existing instruments based on SERVQUAL methodology aimed to measure service quality in education. The hypothesis was tested and partly confirmed using case study that illustrates the application of the KanMar approach.
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Cheang, Cheng I. "The relationship between emotional satisfaction and loyalty : the case of Macao's female consumers'role orientations." Thesis, University of Macau, 2004. http://umaclib3.umac.mo/record=b1636696.

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Huang, Lei. "[The] Exchange of emotional and cognitive information in word of mouth communications." Thesis, McGill University, 2008. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=107476.

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This dissertation demonstrates that people engage in word-of-mouth (WOM)communication not only to exchange information so as to make better choices, but alsoto establish social connections with others. Specifically, we find that people exchangeemotional information more often than cognitive information in WOM.
Cette thèse démontre que les gens communiquent par bouche à oreille nonseulement pour échanger l'information afin de faire de meilleurs choix, mais égalementpour établir des rapports sociaux avec les autres. Spécifiquement, nous trouvons que lesgens partagent l'information émotive plus souvent que l'information cognitive enbouche à oreille.
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Lam, Cheok San. "Emotional intelligence and decision-making styles in China." Thesis, University of Macau, 2005. http://umaclib3.umac.mo/record=b1636653.

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Káčerková, Radka. "Klasifikační analýza emocionálních apelů na vzorku českých televizních reklam." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193625.

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Abstract: The work deals with the possibilities of using emotional appeals in advertising. The main goal was classification and definition of emotions and emotional appeals with regard to marketing. The work focused on emotional appeals in Czech TV adverts and found out the way how emotional appeals are used in these adverts. Research question used in this work concerned the problem of which emmotional appeals are in adverts the most. Research sample consisting of 150 TV adverts was divided into several homogeneous groups according to industry. Research method applied to the sample was content analysis. All findings showed that emotional appeals are essential part of TV adverts but as the secondary factors additional to the whole advertising message. Key words: Emotions, marketing, advertising, advertising appeals, emotional appeals
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Njoku, Bernadette P. "The Role of Emotional Relational Behaviors on Interpersonal Consumer Service Loyalty." Cleveland State University / OhioLINK, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=csu1256923743.

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Xu, Ming. "Exploring emotional branding and online brand community by a case study of American Starbucks for Chinese." Thesis, University of Macau, 2011. http://umaclib3.umac.mo/record=b2569255.

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Blomström, Richard, Emilia Lind, and Frida Persson. "Triggering Factors for Word-of-Mouth : A case ctudy of Tipp-Ex's viral marketing campaign." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, ESOL (Entrepreneurship, Strategy, Organization, Leadership), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18179.

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Purpose: The aim of this Bachelor Thesis is to explore what makes an interactive viral marketing campaign effective in terms of Word-of-Mouth. Background: With the growth of Internet, a new force of marketing has developed where the consumer is more involved in the marketing process. This thesis studies the underlying emotions and motivations of consumer incentives to engage in positive Word-of-Mouth, regarding an interactive viral marketing campaign. Method: In order to fulfil the purpose of this study a case study is performed. An inductive approach is followed and qualitative research in the form of a netnography and interviews are used to collect the empirical material that is required in order to answer the given research questions. The netnography was performed on Facebook and ten respondents from the netnographical study were invited to participate in interviews. Conclusion: Based on the frame of reference, a strong relationship was expected between certain emotions and the willingness to share or discuss Tipp-ex’s campaign. However, the results indicate that other variables such as Comprehension and Personalisation might have a greater effect on Word-of-Mouth incentives. Regarding motivations, Message- involvement was found to be the motivation that triggers a consumer to engage in Word-of-Mouth.
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Porselius, Julia, and Maja Rudhe. "Ett mongo, en bög, en massmördare - och ett u-landsproblem som kryper under skinnet : En kvalitativ studie av vilken typ av känslor och attityder som väcks hos konsumenter när de exponeras för provokativ reklam." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-11368.

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I en värld där konsumenten dagligen överöses av kommersiella budskap är det många gånger svårt, för att inte säga omöjligt, för företag att synas. Ett tuffare klimat kräver tuffare tillvägagångssätt, vilket har resulterat i nya marknadsföringsmetoder. En av dessa nya metoder är provokativ marknadsföring som vänder sig till betraktarens känslor genom provokation. Provokativ reklam och dess effekter på konsumenter har undersökts tidigare. Dessa studier har emellertid övervägande fokuserat på provokation i form av sexuella stimuli, varför det råder stor osäkerhet om hur andra provokationsformer i reklamsammanhang mottas av konsumenter. Som ett första led att ge råd i denna fråga har därför en kvalitativ studie med fokusgrupper som undersökningsmetod utförts, i syfte att identifiera vilken typ av känslor och attityder som väcks hos konsumenter när de exponeras för provokativ reklam innehållande andra element än sex, nakenhet och erotik. Fyra reklamfilmer innehållande provocerande element har studerats och resultaten visar att nämnd form av provokation väcker många känslor som är av både bipolärt och komplext slag. De attityder till avsändaren som uppstår har visat sig vara av främst positivt slag när ändamålet är gott. Vidare har provokativ reklam visat sig vara mer lämplig när målet är att uppnå erinran snarare än att informera om specifika produkter.
In a world where consumers are showered with commercial messages, being noticed is hard, not to say impossible. A tougher climate requires tougher approaches, which has led to new marketing methods. One of those new methods is provocative advertising, which appeals to the consumer’s feelings by means of provocation. Provocative advertising and its effects on consumers might have been studied before. However, those studies have mainly been focused on provocation in terms of sexual stimulus. How other provocations than those affect consumers are therefore associated with a lot of insecurity. As a first step in giving advice in this matter, a qualitative study with focus groups has been executed, with the aim of identifying which kind of feelings and attitudes take place in the consumers’ mind after being exposed for provocative TV commercials, including other elements than sex, nudity and erotic. Four TV commercials containing provocative elements have been studied and the results show that the kind of provocation mentioned above raises a lot of feelings which are both bipolar and complex. The attitudes to the sender that arises have appeared to be positive when it is for a good purpose. Provocative advertising furthermore appears to be more useful when the aim is to remind consumers rather than giving information about specific products.
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Lam, Ka Man. "Emotional and relational barriers of organizational learning in Alliance : a case study." Thesis, University of Macau, 2008. http://umaclib3.umac.mo/record=b1872913.

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Howard, Timothy Lent. "Emotional intelligence and its link to public relations education." Scholarly Commons, 2011. https://scholarlycommons.pacific.edu/uop_etds/93.

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The purpose of this study is to examine the ethics chapters in five introduction-topublic relations textbooks and the codes of ethics of four major public relations associations contained within those chapters to determine the prevalence of language that either uses the same terms Daniel Goleman employs for his 25 competencies of emotional intelligence or uses words that strongly suggest the terms Goleman employs. The methods used to establish a correlation between Goleman's emotional intelligence competencies and the ethical practice of public relations are twofold: (1) a content analysis of the ethics chapters of the five textbooks in which are contained the four codes of ethics and (2) interviews with five educators of intro-to-public relations courses and with four of the authors of the textbooks used in the content analysis. Results indicate that there is a correlation between Goleman's competencies, the language employed in introductory textbooks, and the teaching philosophy of educators of introductory public relations courses and of the textbook authors.
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Ng, Tsz Shing. "Perceived appropriateness and ability to engage in cognitive and emotional deception in China - Macau." Thesis, University of Macau, 2008. http://umaclib3.umac.mo/record=b1872917.

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Sjödin, Jenny, and Ksenia Barazi. "Instagram – vår tids hyperverklighet : En studie om hur små symbolförändringar påverkar konsumentens uppfattning av den hyperverklighet som marknadsförare försöker framställa i sociala medier." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-21831.

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Syfte: Vårt syfte med denna studie är att förstå hur små symbolförändringar påverkar konsumentens uppfattning av den hyperverklighet som marknadsförare försöker framställa på Instagram.   Metod: I denna studie har en kvantitativ undersökning genomförts. Vår empiri har samlats in genom en enkätundersökning och därefter analyserats i statistikprogrammet SPSS. I programmet utfördes en korrelationsanalys, faktoranalys samt en klusteranalys.  Resultat & slutsats: Resultatet visar att små symbolförändringar i en bostadsannons påverkar konsumentens uppfattning av den hyperverklighet som marknadsförare försöker framställa på Instagram. Av symbolerna exteriör, interiör, trendig inredning, naturligt ljus och gröna växter som finns i bostadsannonser är trendig inredning den symbol som har störst påverkan på konsumenternas uppfattning av den hyperverklighet som presenteras. Vår slutsats är att fastighetsmäklare och marknadsförare därför främst bör fokusera på att bostadsannonsen innehåller trendig inredning.  Förslag till fortsatt forskning: Att genomföra denna studie med hjälp av en ögonskanner som mäter vad ögat tittar på i en bostadsannons. Detta skulle ge en djupare förståelse för vilka symboler som ögat dras till.  Uppsatsens bidrag: Bostadsannonser som publiceras av marknadsförare på Instagram är idag väldigt likartade. Vår studie visar att det är de små subtila symbolförändringarna som har en påverkan på konsumentens uppfattning av den hyperverklighet som marknadsförare presenterar.
Aim: Our aim with this study is to understand how small symbolic alterations affect the consumer's perception of the hyperreality that marketers are trying to portray on Instagram.  Method: In this study, a quantitative survey was carried out. Our empirical data were collected through a questionnaire and then analyzed in the statistical program SPSS. The program conducted a correlation analysis, factor analysis and a cluster analysis.  Result & Conclusion: The results show that small symbol alterations in a real estate ad affect consumers' perception of the hyperreality that marketers are trying to portray on Instagram. Of the symbols exterior, interior, trendy decor, natural light and green plants found in real estate ads are trendy decor the symbol that has the greatest impact on consumers' perception of the hyperreality presented. Our conclusion is that real estate agents and marketers, therefore, should primarily focus on residential image contains trendy decor.  Suggestions for further research: To carry out this study, using an eye scanner that measures what the eye is watching in a image that represents a real estate ad. This would provide a deeper understanding of the symbols that appear in a real estate ad that the eye is drawn to.  Contribution of the thesis: Today real estate ads posted by marketers on Instagram is very similar. Our study shows that it´s the small symbolic alterations that have an impact on the consumer's perception of the hyperreality presented.
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Bergdahl, Moa, and Chloé Brazille. "The meeting of generation D and fairtrade companies : A study on the consumption behaviour of young swedish women and their characteristics." Thesis, Linköpings universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-168434.

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Young people, born in the 1990s, are pictured by the society as individuals who are connected and who tend to put their physical moments besides. Only a few studies have been carried out to understand how they feel and why they act as they do. The purpose of this study was to understand the consumption behaviour and the characteristics of a new generation: Generation D, in order to reach them efficiently with fairer market alternatives. This research seeks to address the following questions: 1.Who are the people representing Generation D? 2.What is sustainable, what is fair? 3.How should the relationship between the generation and fair-trade brands look like? We found out, with the help of the empirical findings and the analysis, that a company needs to take into account two main characteristics to target this generation. We noticed that social media have a real impact on the people from this generation. This generation grew up with the development of the technological world; the internet is part of their life. We noticed that social media might influence the self-esteem of this individuals, they tend to compare their life to others. However, social media are one of their main channels of communication. We also found out that the individuals who are part of this generation are looking for meaningful actions. They want to be useful and help our society by protecting the environment or social rights. To be able to reach the people from this generation, companies need to use social media to communicate with them and focus on the understanding of the true feelings of these individuals. They need to establish an honest relationship. This thesis might be valuable for companies who want to target young generations and reach them efficiently. They need to understand the true feelings of their target group and rethink marketing strategies to differentiate themselves from the jungle of competitors. Marketers can also use our synthesis of the theoretical framework and apply it to their segment. Lastly, this study helps in raising awareness regarding the effects of using the internet and regarding the expression of oneself.
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Axelsson, Hanna, and Therese Olsén. "Sinnesstimulering : En deskriptiv och explorativ studie om hur stimulans av de mänskliga sinnena kan användas för att påverka och skapa en upplevelse för kunden." Thesis, Södertörn University College, School of Business Studies, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-3729.

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Marknadsföring utgör inte någon särskiljande effekt idag och konsumenter blir visuellt överstimulerade av alla olika reklambudskap. På grund av detta måste företag numera skapa en djupare och personligare kontakt för att nå ut till sina kunder. Genom att använda sig av emotionella inslag i en produkt gör det att kunden uppfattar produkten mer som en upplevelse istället för enbart dess funktion. Skapandet av en upplevelse sker genom att sätta människans fem sinnen i centrum. Genom att använda sig av flera sinnen kan även ett mervärde skapas, vilket gör att företag inte längre enbart kan koncentrera sig på kärnprodukten. Den tidigare forskningen inom detta ämne är relativt liten, därför fann författarna det intressant att undersöka detta fenomen mer.

Syftet med denna uppsats ämnar att utifrån ett sändarperspektiv deskriptivt och explorativt undersöka och beskriva hur ett antal valda aktörer arbetar strategiskt och taktiskt med stimulans genom de fem mänskliga sinnena i miljöer och produkter.

Uppsatsen består av en kombination av en kvalitativ och kvantitativ ansats. Främst har en kvalitativ metod använts genom sex intervjuer med informanter från två museum, två butiker och två produkter. Författarna fann det intressant att koppla ihop en upplevelse av att gå på museum med butiker och produkter där det inte lika uppenbart faller sig naturligt att stimulera sinnena. Den tidigare forskning och litteratur som har varit tillgänglig inom området har samlats in och varit ett underlag för att kunna tolka och analysera resultaten utav den insamlade empirin.

Slutsatsen av studien visar på att genom involvering av sinnena skapas en upplevelse för kunden som även leder till ett mervärde. De undersökta aktörerna har lyckats stimulera flera sinnen och genom det har deras budskap blivit starkare.


Marketing gives no distinctive effect today and consumers become visually over-stimulated by all the different advertising messages. Due to this, companies must create a deeper and more personal connection to reach their customers. By making use of the emotional elements of a product it makes the customer perceive the product more as an experience instead of just its functioning. Putting the five human senses in focus makes the creation of an experience. By using more than one sense an added value can be created, which means that companies cannot only focus on the core product. The previous research on this subject is rather thin; therefore the authors found it interesting to investigate this phenomenon.

The purpose of this study, which is based on a sender perspective, is to in a descriptive and exploratory study investigate how a number of selected participants are working strategically and tactically with stimulation through the five human senses in environments and products.

The study consists of a combination of a qualitative and a quantitative approach. Foremost a qualitative method has been used, six personal interviews with informants from two museums, two stores and two products has been conducted. The authors found it interesting to combine the experience of visiting a museum with stores and products, where it is less obvious to naturally stimulate the senses. Previous research has been collected as a basis for interpreting and analyzing the results out of the collected empirical data.

The conclusion of this study is that by involving the senses an experience is created for the customer, which leads to an added value. The participants in this study have managed to stimulate several senses and through that their message has become stronger.

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Birgestam, Christoffer, Jakob Koel, and Camilla Öman. "Feeling like Spending? : An explanatory study on the different effects of emotional appeals on purchase intention." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85359.

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Background: The fundamental aim of utilizing a message strategy is to develop advertising content that captures consumer attention and thereby generates favourable consumer behaviour. Two common approaches in advertising are (i) emotional appeals and (ii) rational appeals. Literature has found emotional appeals to be the superior alternative, but are yet to fully grasp the dynamics of the different emotional appeals as several researchers have called for further establishment and knowledge in the area. In this study, a new approach to emotional appeals has been taken in terms of including a wider range of emotions than has been previously done, and the aim is therethrough to receive a more nuanced and complete understanding of the phenomenon emotional appeals. Purpose: The purpose of this paper is to explain the different effects of emotional message appeals on purchase intention. Methodology: This study utilized an explanatory purpose along with a deductive, quantitative research approach, as well as a cross-sectional research design to test a conceptual model based on six hypotheses. The data collection method was completed through the distribution of a self-administered questionnaire in various online forums. The questionnaire received 212 valid responses. Findings: The hypotheses for four out of the six basic emotions were tested. The Happiness appeal showed to have the most positive effect on purchase intention (0.412), whilst Fear (0.269) and Sadness (0.273) also displayed positive tendencies, even though the Sadness appeal had been hypothesized to have negative effects on purchase intention. Furthermore, the Disgust appeal was - as hypothesized - suggested to have a negative influence on purchase intention (-0.277). The Surprise and Anger appeals displayed insignificant F-values and could thereby not be further investigated. Conclusion: Based on the four remaining emotions an adjusted conceptual model was presented in which one can observe the varying effects of emotional message appeals on purchase intention. This model can be valuable for marketers and marketing practitioners looking to apply emotional appeals as part of their marketing strategies, as well as to researchers looking to more fully understand the dynamics of emotions and emotional appeals in marketing contexts. Last, this study calls for further establishment within the field of emotional appeals in terms of gathering insights into the fluidity of emotions.

Appendix 3 is in a separate file.

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Han, Heesup. "Restaurant customers' emotional experiences and perceived switching barriers : a full-service restaurant setting." Diss., Manhattan, Kan. : Kansas State University, 2007. http://hdl.handle.net/2097/438.

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Schneider, Anke. "Farbeinflussfaktoren zur emotionalen Bildwirkung und ihre Bedeutung für das Retrieval von Tourismusbildern." Doctoral thesis, Universitätsbibliothek Chemnitz, 2017. http://nbn-resolving.de/urn:nbn:de:bsz:ch1-qucosa-209553.

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Der Einsatz von Bildern in den unterschiedlichsten Bereichen ist enorm gestiegen, da Bilder die Fähigkeit haben Erlebnisse, sowie Emotionen zu erzeugen und die Phantasie anzuregen. Zudem lässt die rasante Entwicklung im Multimediabereich die Anzahl der fotografierten und gespeicherten Bilder steigen. Die Suche nach dem „besten Bild“ für z.B. eine Kampagne gestaltet sich schwierig, da die Inhalte mehrerer Bilder zu einem Thema nicht selten eine hohe Ähnlichkeit aufweisen. Die Bilder können sich allerdings sehr deutlich in ihren Low-Level Features, wie Farbton, Sättigung und Helligkeit, unterscheiden. Jedoch ist der Emotional Gap zwischen diesen Low-Level Features und der dahinter steckenden High-Level-Semantik im inhaltsbasierten Image Retrieval nur marginal untersucht. Im Fokus dieser Arbeit steht die Analyse des Einflusses der emotionalen Wirkung eines Bildes auf die Qualität der Image Retrieval Ergebnisse. Dies umfasst zum einen die Untersuchung der von Farbeigenschaften eines Bildes ausgelösten Emotionen, sowie die Evaluation der Ergebnisse einer emotionalen Bildsuche. Durch verschiedene Experimente kann gezeigt werden, dass die Helligkeit und der Farbton die emotionale Wahrnehmung eines Bildes maßgeblich beeinflussen. Anhand der Ergebnisse konnte eine emotionale Annotation von Bildern und somit die Einbindung von Emotionen in den Suchprozess ermöglicht werden. Die anschließende Evaluierung der Suchergebnisse zeigt, dass die Qualität der Ergebnisse des Image Retrievals verbessert werden konnte
The use of pictures in a variety of areas has increased tremendously in recent years, as they stimulate a person’s imagination and help to create first experiences and emotions. Furthermore, the rapid developments in multimedia have led to an escalation of the number of digitally stored pictures and photographs. Consequently, finding the ‘best picture’ for a convincing advertising campaign has been becoming increasingly difficult due to the abundance of available pictures. To further complicate this search process, a lot of pictures related to a specific topic are very similar with regard to their content. However, their low-level features, such as hue, saturation, and luminance, might differ considerably. Therefore, this work focusses on the influence of emotional characteristics on the image retrieval process. This includes the study of emotions caused by the color properties of a picture, as well as the evaluation of the results of an emotional image retrieval processes. Results of different experiments show that a picture’s luminance and color have the power to influence emotion. The subsequent evaluation of the results shows an improvement of emotional image retrieval processes. Consequently, one can conclude that the consideration of emotions for ranking affects the quality of the results of the Image Retrieval positively
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Ferreira, Ana Rita Alves Ennes. "O design de produto como suporte a campanhas publicitárias." Master's thesis, Universidade de Lisboa. Faculdade de Arquitetura, 2013. http://hdl.handle.net/10400.5/12023.

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Dissertação de Mestrado para obtenção do grau de Mestre em Design de Produto, apresentada na Universidade de Lisboa - Faculdade de Arquitectura.
Este projecto tem como objectivo desenvolver um objecto que seja um suporte publicitário transformável, que tenha a capacidade de captar atenção, através da surpresa e da interactividade. Actualmente, os consumidores são invadidos por publicidade permanentemente. Este contacto estende-se a quase todos os momentos do dia por variados meios que veiculam publicidade como a televisão, o rádio, os jornais, a internet, outdoors, entre outros, e em vários locais como em casa, no carro, na rua, nos transportes, na escola. Ou seja somos inundados por uma grande quantidade de informação sobre a marcas, produtos, serviços Por esta razão a capacidade de atrair a atenção, é particularmente relevante quer na publicidade, quer no branding, quer na comunicação quer ainda na economia, como defendem Davenport e Beck (2000). Esta capacidade de atrair a atenção na comunicação poderá ser alcançada por diferentes elementos, mas seleccionámos entre eles a capacidade de diferenciação, em relação à comunicação existente , através da surpresa e interacção, por serem respostas alcançáveis a partir da concepção do objecto publicitário como demonstra o marketing de guerrilha. Foi a partir da análise de diferentes campanhas publicitárias, do designado marketing de guerrilha, em que a surpresa e a diferenciação são uma constante, que identificámos o papel relevante que o design de produto poderia ter na comunicação, ao permitir que se concebesse um objecto, suporte publicitário, que respondesse a determinados requisitos, como captar atenção, ser diferenciador, e veicular mensagens e informação. Nesta perspectiva este projecto aprofunda a interacção entre o design do produto e o de comunicação através do estudo do impacto e eficácia que o objecto, utilizado como suporte no âmbito da publicidade cria no espectador. Propomos estudar a relação entre o objecto publicitário e o consumidor, recorrendo ao design emocional e interactivo , para fundamentar e orientar o desenvolvimento do objecto e estabelecer as suas características. Esta investigação integra uma primeira parte de contextualização que visa explicar a importância que o marketing de guerrilha e a publicidade tiveram , como inspiração para o desenvolvimento deste trabalho, assim como na identificação das características do objecto. Integra ainda uma breve descrição da acepção de design emocional utilizada nesta investigação, e uma caracterização da interacção aplicado a objectos que tenham como foco a proximidade com o espectador e a transmissão de uma mensagem. Neste âmbito foi feita uma consulta de opinião sobre a publicidade e exemplos de marketing de guerrilha, para perceber a reacção do consumidor. Foi desenvolvido um protótipo do objecto publicitário concebido, um objecto modular e interactivo, e foram efectuados testes a especialistas e ao público que se mostraram indispensáveis para aferir a viabilidade do projecto.
ABSTRACT: This project aims to develop an object that is a transformable advertising medium that has the ability to capture attention by surprise and interactivity. Nowadays consumers are constantly invaded by advertising . This contact extends to almost all times of the day by various means present advertisements such as television, radio, newspapers , the internet , billboards , among others, and in a different amoug of places such as at home, in the car, on the street, transportation, at school. So, society is flooded by a huge amount of information about brands, products , services. For this reason the ability to attract attention, is particularly relevant in advertising or branding in either communication or still in the economy, as suggested by Davenport and Beck (2000). This ability to attract attention in communication can be achieved by different elements but we selected among them the ability to differentiate, on the existing communication, by interaction and surprise, being reachable answers from the conception of the subject as shown by the advertiser guerrilla marketing. It was from analysis of different advertising campaigns, the designated guerrilla marketing, where the surprise and differentiation are constant, that we have identified the important role of product design might have on communication, to enable them to conceive an object, support advertising, that answers to certain requirements, such as capture attention, be distinctive and relay messages and information. This project deepens knowledge about the use of product design in advertising campaigns, through the study of the impact and effectiveness of the object used as support in advertising creates in the viewer. We propose to study the relationship of surprise and interaction between the advertiser and the consumer object, using emotional and interactive design , to support and guide the development of the subject. This research includes a first portion of contextualization that aims to explain the importance of guerrilla marketing and advertising had as inspiration for the development of this work, as well as identifying the characteristics of the object . And the importance of emotional design and interaction in the design of the object, applied to objects that focus on the proximity to the viewer and the transmission of a message. In this context a query opinion on advertising and examples of guerilla marketing was taken to understand the consumer reaction. A prototype was designed to be a modular and interactive object. This project was tested by experts and the public, which proved to be essential to assess the viability of this project.
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37

Harrison, Dominique N. A. "Emotional Appeals in Nonprofit Advertising: A Rhetorical Analysis of Print Ads by the Susan G. Komen Breast Cancer Foundation and the American Cancer Society." Digital Commons @ East Tennessee State University, 2020. https://dc.etsu.edu/etd/3774.

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Emotional appeals are frequently employed in strategic messaging by nonprofit organizations. In this study, I identify instances of emotional appeals in select print adverts of the Susan G. Komen Breast Cancer Foundation and the American Cancer Society, and use rhetorical analysis to explore how each organization’s tactics are strategic in their appeal to target audiences’ emotions. In doing so, I identify several reoccurring emotional themes—including hope, love, and unity—that engage their target audiences and persuade them to respond to diverse calls-to-action. In order to make these appeals to audience emotion, the adverts employ rhetorical devices such as personification, metaphor, repetition, and imagery. Rhetorical analysis of the two organizations’ strategic messaging suggests that their calls-to-action, at least in print adverts, rely heavily on appeals to audience emotion. Taken together, the data suggest that previous efforts made by these nonprofits have been proven successful.
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38

Wanderoy, Göransson Nikki, and Kibtia Maria E. "We Would Love to Meet You! : A study about the impact of event marketing on customer-brand relationships." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-39470.

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Research questions: How can event marketing be studied as a part of relationship marketing?How can event marketing be used to strengthen customer-brand relationships? Purpose: The purpose of this thesis is to study event marketing as a part of relationship marketing, by analysing the elements of trust, commitment, brand involvement, brand emotions, brand attitudes and customer value. Method: This research was conducted using a quantitative research method, where the primary data was collected via an online-survey distributed to visitors at Chokladgästabudet at Waxholms Hotel and GastroNord, two food-related events. In total, the study received 102 respondents. Conclusion: The study found support for previous studies regarding events having an effect on the customer-brand relationships. However, this study also found that events have a particular effect on the emotional aspects of the theories used in the study, which are believed to lead to stronger relationships.
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Gifford, Roy. "Factors Contributing to Sustainable Brand Growth." Case Western Reserve University School of Graduate Studies / OhioLINK, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=case1488372404181176.

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Yu-Wei, Chang, and 張育瑋. "Emotional Marketing and Purchase Intention." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/52738313027188081457.

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碩士
中國文化大學
國際企業管理研究所
98
Today, human society of economic life had already become the “experience economy” of the age, consumers focus on is no longer the commodity itself, but rather in the consumption process gives the consumer experience and moved, but enterprise is to grasp the consumer's heart, therefore a emotional marketing concepts. Therefore, this research apply emotional marketing structure of four variables (customer experience, customer relationships, customer imagination, vision) for a independent variable, brand image and customer satisfaction as intervening variable and purchase intentions as dependent variable, of emotional marketing for brand image is good or bad, and the level of customer satisfaction to influence consumers ' purchase intentions. Survey was launched for data collection, Apple computer as research samples, 300 copies questionnaires have been asked, and the response rate is 90.3%. After validation, the study found that emotional marketing towards deepening the consumer mind brand image and customer satisfaction, which in turn impulse customers’ purchase intention. The results of the study on consumer psychology has more further understanding and clarification, and recommended practices of the operators should understand the consumers mind really needs, and to build long-term customer relationships, enhance the purchase intention, and retain consumer spending in the enterprise.
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CHANG, PEI-CHENG, and 張貝甄. "Building Emotional Marketing of Micro agriculture." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/6ap477.

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碩士
國立雲林科技大學
創意生活設計系
105
This research was meant to explore the current development status and marketing ways of micro agricultural brands. Also, with the help of the tools of service design, all operating contexts were visualized. Furthermore, it was meant to understand the problems and hardship faced by the brand operators of micro agriculture helpful for finding opportunities, keeping customer loyalty and attracting potential customers. Therefore, there were 3 goals for this research, namely (1) exploring the current development status and marketing ways of micro agricultural brands, (2) understanding the operating problems and hardship of micro agricultural branding and (3) establishing the emotional marketing models of micro agricultural brands. There were 3 major searching phases. The first phase was meant to preliminarily understand the background, the brand operating ways to move customers and the digital marketing applications of micro agriculture through collecting scientific literatures. It was available further to set researching scopes, delineate interview outlines and select 8 micro agricultural brand operators for interviewing. The second phase focused on written interview records and conduct theoretical analysis on the case study data from these 8 operators. The third phase compiled individual cases to explore the branding models and marketing ways of micro agriculture, together with the models to handle the emotional connection with customers through agricultural branding. Through the comprehensive analysis in this research, there were 3 major items and 7 dimensions summarized for micro agricultural branding, respectively (1) "operator characteristic" - including emotional motivation, operating attitude and spirits, (2) "strategy planning" - including operational planning, operational strategies and actions together with revenue flow, and (3) "customer service" - including marketing, contact points and customer relationship. In view of customer service, agricultural operators established the emotional connection with customer through emotional marketing to win the identity and trust of customers toward brands to enhance loyalty. Through the emotional marketing models established by this research, it was hoped when people engaging in agriculture in the future are establishing their own brands, operating models can be followed with 4 points, namely (1) commodity quality identity, (2) local and agricultural culture emotion, (3) message resonance, and (4) service amazement and moving to satisfy customer demands in material and mentality. It was intended to establish customer loyalty and enhance brand cohesion allowable for everyone to see the effort on the agriculture in Taiwan sincerely made by farmers.
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Sung, Ching-Te, and 宋敬德. "The Correlation of Emotional Value, Emotional Marketing and Emotional Labor Management ─The evidence of International Tourist Hotel." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/96477593065301647694.

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碩士
國立雲林科技大學
企業管理系碩士班
91
The international tourist hotel industry in Taiwan faced a very importance transformation in recently years. According to the survey from Bureau of Tourism, the numbers of foreign tourists and local travelers have been increasing steadily. The industry of the international tourist hotel must change their behavior of serving to reply the change of the whole contexture of the customers. The academic community usually uses the research about the manufacturing industry for the example to discuss the managers of serve organizations. Because of the different value which is created in the international tourist hotel industry and manufacturing industry, the conclusion of the research will also be different. The incentive of this study is providing the international tourist hotel industry a new thought to become the base of the manage system in the transition period of development. The main purpose of this study was to figure out the model of emotional value created. There are two steps in this study including pre-interview and deeply research. Collecting information related the management practices of the international tourist hotel industry by “in-depth interviews” and “literature analyses”. And then the creation platform of emotional value is established for the international tourist hotel only. Interviewing three hotels with very different objective conditions in the pre-interview part, and suggest an initial analyzed model of emotional value in the services behavior. The result shows that the emotional value is created by the business strategy, emotion marketing and emotion labor. In the step of “in-depth interview”, we interview each position of the hotel in order to prove the result of pre-interview and correct the related structure of emotion value that is created, emotion marketing, and emotion labor. The results are as follows: (1) Emotion value is created by all coworkers that each of them has different role. (2) When emotion value is set up and corrected, three forces will influence, including the value of high-level staff, the experience of basic-level personnel, and feedback of customers. (3) In creating emotion value, emotion marketing could communicate it inside and outside of organization and design the encounter environments, like physical environment, service procedure, and so on. (4) Emotion labor could bring the creating process of emotion value. According to serving experiences, attitudes, and characteristics, the process divided into two steps, including touting customers’ actions and fulfilling what their emotions. (5) The management of emotion labor is the managerial system behind creating emotion value, and the hotel industry should design related activities according to the unique emotion value. Then, we propose our suggestions for further research and international tourist hotel industry.
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Jimenez, Arevalo Fernando Rafael. "The role of emotional attachment in co-production." 2009. http://digital.library.okstate.edu/etd/JimnezArvalo_okstate_0664D_10398.pdf.

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I-Chen, Chen, and 陳怡臻. "The determinants of choosing rational marketing or emotional marketing -An example of fashionable luxury-brand." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/02762782924128357253.

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碩士
實踐大學
企業管理研究所
95
This research particularly emphasizes on the issue of choosing emotional marketing or rational marketing while buying luxury- brand products. The hypotheses are raised from the following three dimensions: the concept of consumers, the concept of products, and the concept of firms. This research is aiming at brining up some important factors that never mentioned in the past research and some suggestions for the luxury-brand firms. By adopting the research of Regression Analysis and General Linear Modeling, we analyzed 288 samples and got the following conclusions. While shopping, if the consumers with higher rational motives, they prefer rational marketing. As the customers perceived higher performance risk, financial risk, and better functional brand image, they prefer rational marketing. On the other hand, during shopping, as the consumers with higher emotional motives, they prefer emotional marketing. As the customers perceived higher psychological risk and better symbolic and experiential brand image, they prefer emotional marketing. As the fashion life cycle of the product will affect the consumer choosing emotional marketing or rational marketing. But there is no sufficient effect among perceived price, brand awareness and rational marketing or emotional marketing.
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45

Hsu, Ting-Hsuan, and 許庭瑄. "Research on Expanding Chinese Emotional Lexicon for Marketing Recommendation Analysis." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/nf9622.

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碩士
國立東華大學
資訊管理學系
107
In the sentiment analysis, the emotion lexicon plays a very important role. There are many sentiment analysis studies and emotion lexicons are established. Chinese is divided into Simplified Chinese and Traditional Chinese. And due to different cultural in various regions. If only based on single emotion lexicon, the result of sentiment analysis may not be as expected. Based on the emotion lexicon compiled by Analysis of Sentiment Vocabulary in Chinese Multilingualism (Tu Xinyu, 2018), this thesis expand the lexicon by adding the Chinese dictionary constructed by Beijing Tsinghua University and Chinese Valence-Arousal Words constructed by Professor Yan Liangzhi of Yuanzhi University. The experimental corpus is from the comments in Jingdong and Mobile 01. Using support vector machine, K-nearest neighbor algorithm and Naïve Bayes algorithm as the model of sentiment analysis.
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46

Macedo, Gisela Castro. "Estratégia de marketing digital para a marca de luxo: Emotional objects." Master's thesis, 2021. http://hdl.handle.net/10400.26/36328.

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Ao longo do estágio curricular realizado na empresa Emotional Objects foi possível detetar que a marca não possuía uma estratégia de marketing digital, sobretudo uma estratégia digital que estivesse adequada ao posicionamento que a mesma ambicionava, de uma marca de luxo. A era digital está mais presente que nunca, e uma estratégia de marketing digital é o meio mais eficiente para alcançar potenciais consumidores no mercado atual. Desta forma o presente relatório de estágio tem como objetivo delinear uma estratégia digital para a marca Emotional Objects. Para atingir este objetivo foi realizada uma revisão da literatura com foco em dois tópicos principais, as marcas de luxo e o marketing digital. Neste relatório foi aplicada uma metodologia qualitativa sustentada pela utilização da técnica de netnografia. Foram analisadas extensivamente ao nível digital dezasseis marcas de sucesso na indústria do mobiliário de luxo. Este estudo ambiciona contribuir para o campo de conhecimento do marketing digital, aplicado ao mercado de mobiliário de luxo, fornecendo um entendimento sobre a eficácia de uma estratégia digital nas marcas de mobiliário de luxo.
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47

Wang, Shiang–Ling, and 王湘鈴. "The Study of Experiential Marketing and Emotional Experience to Experience Activities' Satisfaction." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/21012209099243655651.

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碩士
國立屏東商業技術學院
行銷與流通管理系
96
Experiential marketing originated from “Experience Economy” that point out by Pine and Gilmore(1998), economical evolution is divided into four stages, the agriculture economy, the industry economy, the service economy and the experience economy. We think that experiential market activities lead visitor to understand it in a short time, so using questionnaire to investigate the visitors of tropical zone in Ping Tung, invite a visitor to aim at to attend the experience of the activities, emotional experience and satisfaction of this activities. We got 308 valid questionnaires, and the valid rate is 93.3%. The result indicates that through the experiential marketing activities, visitors will go deep in it and have higher satisfaction. They hope in the future that this kind of experiential marketing activities can keep on. Many research shows that the most important factor is “sense stimulate”, but this research shows “relate stimulate” is the most one. Visitor pay a visit to tropical zone for fun with their family, so learning is not their first aim. After data analysis, the ranking of experiential marketing stimulation is a relate (0.615), feel (0.338), think (0.168), sense, act, therefore the authority can develop more relate stimulate activities to make more visitor satisfactions.
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48

Lin, Yi-Chun, and 林怡君. "Using Twitter as a Marketing Platform: Correlating Emotional Cycle with Buying Intention." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/23896665739101307118.

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碩士
國立臺灣大學
資訊管理學研究所
101
Trend analysis has been an important topic for data mining, while the prevailing of social networking, more and more trend analysis research focuses on social networking. Our research looks up on the potential of social networking, and is eager to find out the correlation between user emotion and buying intention through social network trend analysis. Hoping this kind of researches is able to provide new thoughts for internet marketing in the future, and making social networking becomes a good marketing platform. In this research, we choose Twitter as the social networking site for trend analysis. Through Twitter provided API, we are able to collect users’ daily tweets. After preprocessing of those tweets, sentiment and buying intention of the tweets can be revealed. We’ll be able to use statistics analysis to verify the correlation between emotion and buying intention along with time series. Our research focuses on whether user’s emotion affects user’s buying intention? Do people tend to shopping when they are down? Also, we often heard “Monday blue”, does Monday blue really exists? Is human’s emotion correlated with weekdays?
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49

Lee, Hsiang-Yun, and 李翔雲. "Build emotional brand identity through experiential marketing-case research haute couture FU." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/71604983316581609160.

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碩士
國立中山大學
企業管理學系研究所
90
This thesis will discuss the two popular issues recently, which are brand identity and experiential marketing. In addition, raising a strategic experiential model to examine if the case brand FU could effectively convey their brand identity. The purpose of this study were: (1) Figure out the brand identity of case brand FU. (2) Examining the five experiential modules within the all aspects of communication vehicles (3) Whether Case brand could actively deliver brand identity in the communication process. The research method of this research was held by in-depth interview with unstructured questionnaire to explore the incentives and attitudes of interviewees. According to the research findings, four propositions were shown: (1) Each brand identity element would convey through specific communication vehicles. (2) Experiential module mixes will be different in the following of all varied of conveyance medias. (3) Sense experiential module is the corner stone of the five experiential marketing modules. (4) To build firmly long-term brand-customer relationship, all the marketing medias should be integrated to convey the consistent message to the consumers. Future research should examine further the role of experiential marketing. In addition, the approach way from the brand image, on the counter part of the brand identity, should be continued in future studies.
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50

Chou, Te-Wen, and 周得文. "A research of relationship among Internal Marketing, Organizational Identification to Emotional Labor." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/15776793654078908875.

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碩士
靜宜大學
管理碩士在職專班
98
The service industry is a kind of the interactive industry, so the most important factor is staff. With the telecom market opening and the more and more fierce telecom market, we must strengthen service quality and understand the quality requirement of customers. In the process of servicing, the service of the Customer-Service Representative is the key between the telecom corporation and the customers. This research is base on the Customer-Service Representative of the telecom corporation. And the research adopted questionnaires to get the real answers .By statistical analysis of SPSS, this research will be investigated about the difference, correlation and influence of hypothesis. This main purposes of this study as follows： 1. Internal marketing had significant effect to the emotional labor. 2. Organization identification had significant effect to the emotional labor. 3. Personal attribution is effect to internal marketing. 4. Personal attribution is effect to organization identification. 5. Personal attribution is effect to emotional labor.
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