| Abstract [eng] |
In recent modern marketing era, when the competition for the attention of customer is strengthening and the technology is improving it is becoming vitally important to handle every factor, which could help atract and maintain the customer. This factor could be human emotions. The roots of Emotional Marketing are demand to find this new factor of competition. The aim of this graduation paper is considering the recent changes of traditional marketing to evaluate emotional factor in various social and humanitarian sciences and to create the conceptualism of Emotional Marketing. The object of the research is human emotions and emotional factor in the context of social and humanitarion sciences. This identification of the aim of the paper has led to the following objectives of the study: • based on reference and scientific analysis methods to present an in-depth analysis of the theoretical background of emotional factor in various sciences: psychology, sociology, anthropology, management and marketing; • to make conclusion about the role of emotions in every theory of these sciences, to name this emotional factor in each theory; • based on classic conceptions creating methods to create the Conceptualism of Emotional marketing: to present it‘s definition, elements, features, functions, connections with others conceptions. • To make a conclusion about possible supplement of classical customer behaviour model with emotional factor as one of the psychological elements. Part 1 and 2 of the paper discloses major theoretical issues in emotions in various theories: part 1 – in theories of psychology, sociology and anthropology sciences; part 2 – in theories of marketing and management: communication, service, value and brand. Part 3 is dedicated to the systemizing of knowlegdes in emotion area and creating of Conceptualism of Emotional marketing. The main findings of the MBA paper is the presented conception of Emotional marketing: it‘s definition, the main elements and it‘s connection with others conceptions, features and functions. |
