Emotional marketing use in order to increase advertising effectiveness, using the example of global brands

Details

Supervisors

Pleyers, Gordy

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

Emotional marketing became one of the most powerful strategies available for brands today, however there is a lack of studies that examine how different emotional marketing tools influence advertising effectiveness across all stages of consumer response. The research problem addressed by this paper is how emotional marketing can be used to increase advertising effectiveness. The object of the paper is emotional marketing use to increase advertising effectiveness. The aim of the paper is to verify, on the basis of an empirical study, the identified theoretically based approaches for using emotional marketing to increase the advertising effectiveness using the example of global brands. The methods applied include theoretical analysis of scientific literature, quantitative content analysis of selected global brand advertising campaigns, and a quantitative online questionnaire survey. The research results confirm that emotional marketing tools have a positive influence on advertising effectiveness at cognitive, affective, and conative stages of advertising perceptions.