| Abstract [eng] |
This is a master thesis on emotional branding within communication of main Lithuanian shopping centers. Its object is emotional branding. Its goal is to analyze applicability of emotional branding to the shopping center category. Its main tasks were to analyze scientific publications on the subject; peculiarities of shopping center category and emotive needs of its users; perform a content analysis of communication of main shopping centers; asses the possibility of applying emotional branding in this category. The thesis analyzes advantages and disadvantages of emotional marketing, consumer categories, their needs, relation between emotions and needs and provides an example of “Wal-Mart” emotional branding. Based on analysis of scientific publications, “TNS Gallup” research “Shopping center in Lithuania 2003”, and the analysis of shopping center communication (its data were assessed using “Need Scope” methodology and processed using SPSS program), the thesis was concluded with the statement that emotional branding is totally applicable in the shopping center category. According to the “TNS Gallup” research consumers see no difference between main shopping centers when it comes to emotions. Emotional branding would help the brands to differentiate and create competitive advantages. It was found that almost half of the ads communicate no emotion at all. Clearly identifiable emotions were found in only 20 percent of the ads tested. No brand is more emotional than others. A little bit less emotional in its communication is “Iki”. This brand is usually considerate, wary and reserved in its communication. “Rimi” is playful and excited, when “Maxima” is powerful and successful. Brands are not consistent in terms of specific emotion in their communication, though “Maxima” is more consistent than others. It’s main emotion matches with those communicated by its logo and tagline. The statistically reliable correlation was found between the type of the message and the emotion level in it. Non-price messages tend to be more emotional. Unfortunately 98 percent of all shopping center communication is price communication. The conclusion was drawn that shopping centers in Lithuania do not exploit emotive consumer needs, despite the fact that research shows that price is not the main criteria by which consumers choose shopping centers. The thesis suggests ways how to move on from functional benefits to emotional benefits that are harder to copy and help to create the competitive advantages. This thesis may be useful to marketing students, practitioners, advertising professionals and creatives. |
