| Abstract [eng] |
COMIK, Margarita. (2009) Implications of Consumer Emotions in Forming Brand Equity. MBA Graduation Paper. Kaunas: Kaunas Faculty of Humanities, Vilnius University. 71 p. SUMMARY Today traditional marketing is not so effective like it was before. Very often, the output of new products on the market finishes disappointment. The most of advertising campaigns are not formatting any exceptional characteristics of the advertised goods and services in perception of consumers. Emotional brand equity is characterized by new attitude of brand development - the brand works through the emotions, based on a brand manipulation by values and creation of special values, sharply separating a brand from competitors. The main advantage and the latent purpose of such attitude - creation of new values with as a result creates and controllable new style of a life, which brand starts to dictate to the consumer. The brand is formed not on deservedly reputation, but on a primary perception based on emotions, which is principally different from competitors. The development process is: the formation of emotionally demanded tendency, capable to create new emotion or its absence in a consumer society. Second step - emotion transformation in to the brand which will receive exceptional place in consumer’s subconscious compare with competitors. Work object. Emotional brand equity. Work purpose. To clarify how consumer emotions implicate brand equity. Work tasks: • To survey emotional brand benefit; • To clarify how consumers realize brand equity; • To create model, witch will show how do consumer emotions implicate brand equity; • To analyze how consumer emotions can be integrated in forming brand equity. A research result showed that consumers are more interested in functional brand benefit, emotional brand benefit is important for them when they are buying luxury goods. If company wants to create emotional connection with the target market, it should create relative brand image, witch is familiar to its target market. During the hard economical conditions more then 87% of respondents is looking for cheaper brands, no matter if they have less emotional benefit. This work is divided into three parts: theoretical, analytical and practical. There are 70 pages, 31 pictures and 12 tables. |
