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Relevant bibliographies by topics / Emotional marketing / Dissertations / Theses

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Dissertations / Theses on the topic 'Emotional marketing'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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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 consump

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2

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 o

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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 th

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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

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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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<p> 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. </p><p> The purposes of this study were conducted three steps. First, this study examined to

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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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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, a

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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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10

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.<br>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 t

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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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<p><p>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.</p><p>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

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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 t

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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 influen

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Hadinejad, Arghavan. "Destination Iran: An analysis of tourism marketing message characteristics." Thesis, Griffith University, 2020. http://hdl.handle.net/10072/392374.

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Visitor attitude is a critical component that affects potential tourists’ decision making and, ultimately, destination choice. Tourism marketers seek to influence prospective visitors’ attitudes through reinforcing existing associations with the destination or creating new associations. In addition, marketers use persuasive marketing stimuli to affect associations with the destination. In particular, the design or characteristics of marketing stimuli such as the perceived credibility and emotive aspects exert a significant impact on potential tourists’ attitudes towards, and associations with,

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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 co

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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 in

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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

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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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Note:<br>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.<br>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 ém

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22

Loh, Hwee Kuen. "The Focal Role of Emotional Well Being in Student-University Interactions: A Relationship Marketing Approach." Thesis, Curtin University, 2021. http://hdl.handle.net/20.500.11937/85010.

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This thesis examines how interactions students in Australian universities have with their peers, teaching and non-teaching staff affect their relationship with the university. By drawing on relationship marketing and education literatures, and grounding the thesis in the theories of social capital and social exchange, quality interactions are found to improve student emotional wellbeing and commitment to the university. These also help to progress student voice, word of mouth and improved student retention rates.

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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

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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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Busatto, Giulia <1992&gt. "Art & Business as an emotional marketing partnership. When brands meet culture: Rigoni di Asiago case study." Master's Degree Thesis, Università Ca' Foscari Venezia, 2016. http://hdl.handle.net/10579/9277.

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Brands have been used for centuries to differentiate products or services. However, strong brands no longer differentiate on product characteristics, such as price and quality, alone. Organizations are structured for the purpose of achieving predetermined goals, as they mature and develop a culture. In other words, the identity of a company refers to its portrayal, composed of distinctive characteristics which facilitate the identification of the firm as a whole in terms of tangible and non-tangible elements among its competitors. In the last decade, branding has emerged as a management priori

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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 th

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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

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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

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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 marknadsf

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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 r

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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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<p>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 konc

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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 wi

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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, untersch

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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.<br>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

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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 appeal

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Hussain, I. "Unravelling emotionally driven vaccine behaviour." Phd thesis, Australian Catholic University, 2025. https://acuresearchbank.acu.edu.au/download/210ab4f00c6304f060bfc04fe813f952311ee932f1f68f8c1d5d1f7728b9e401/3307727/Hussain_2025_Unravelling_emotionally_driven_vaccine_behaviour.pdf.

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This research examines the relationship between consumer perceptions of value regarding vaccines and positive emotions, focusing on the role of consumer hope in shaping vaccination intentions and behaviour. While prior studies have emphasised negative emotions such as fear, anxiety, and loneliness (Nicola et al., 2020; World Health Organization, 2020; Yu et al., 2011), this study addresses the underexplored influence of hope in the vaccination context. A conceptual model is presented, in which consumer hope mediates the relationship between perceived value of vaccines and intention to use a va

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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<br>中國文化大學<br>國際企業管理研究所<br>98<br>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 an

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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<br>國立雲林科技大學<br>創意生活設計系<br>105<br>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 br

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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<br>國立雲林科技大學<br>企業管理系碩士班<br>91<br>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

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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<br>實踐大學<br>企業管理研究所<br>95<br>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.

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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<br>國立東華大學<br>資訊管理學系<br>107<br>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

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de, Vos Svetlana. "Investigating effective social marketing campaigns: the direct and indirect impacts of fear, challenge, and fear mixed with challenge appeals on help-seeking intentions." Thesis, 2015. http://hdl.handle.net/2440/97993.

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The primary aim of the current study is to empirically test a novel conceptual framework which united the Cognitive Phenomenological Theory of Emotions (Lazarus, Kanner and Folkman, 1980), the Revised Protection Motivation Model (Arthur and Quester, 2004), and the Heuristic Systematic Model (Eagly and Chaiken, 1993) to investigate the impact of various emotions on help-seeking intentions (BI). In particular, this research was undertaken to investigate the persuasive power of emotional advertising eliciting fear, challenge and fear mixed with challenge in consumers to induce help-seeking behavi

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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 realizad

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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<br>國立中山大學<br>企業管理學系研究所<br>90<br>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

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