The impact of emotional advertisement on brand perception and purchasing decision : evidence from the luxury goods market
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- Title
- The impact of emotional advertisement on brand perception and purchasing decision : evidence from the luxury goods market
- Creator
- Alexandra Kolossov
- Date
- 2015
- Abstract
- Brand perception and awareness amongst consumers plays a crucial role in a company's business performance. Advertising acts as a core communication tool between a company and their target market. If successfully implemented, advertising can influence a consumer's brand perception and potentially buying behaviour of a particular product. The purpose of this dissertation is to examine whether companies that use emotional advertisement are more successful in managing consumers brand perception and buying decisions than their competitors, that fail to do so. Semi-structured interviews were conducted in order to collect data by using non-probability convenient sampling technique. The featured respondents are classified as the Millennial Generation, as these are potential luxury good consumers. The data collected was analysed with the laddering method, which complements the Means-End-Chain model. The method was slightly adjusted given to the nature of the topic and amount of data collected. The results are presented in a Hierarchical Value Map. Findings show that advertisements of luxury jewellery are most effective if they include emotional appeal of Love and Romance. Furthermore, positive associations with an advertisements facilitate positive brand perception and create brand loyalty. The dissertation concludes with the overall findings, implications and recommendations for future research.
- Subject
- Advertising
- Emotional design
- Luxury brands
- Extent
- 63 pages
- Format
- Publisher
- Regent's University London
- degree
- BA International Business Marketing
- Language
- English
- Date Issued
- 2015
- Type
- Report
- Rights Holder
- Alexandra Kolossov and Regent's University London
- Item sets
- Theses or Dissertation