| Abstract [eng] |
Today‘s market is saturated and there is so much information about various products, that consumers do not react to it anymore. One of the way to reach and at the same time to affect consumer‘s mind is emotional branding. This field of marketing exists just for a few years, but now it is used by almost all well known brands. Internet is getting in to every field of life, commerce is one of them. There are some information about marketing on the internet, and some information about e-brands. Emotional branding on the internet is a new topic and there is not much information about it. This is the reason, why it was decided to choose „Emotional Branding Dimension in Electronic environment“ as a topic. Object of this work - Emotional branding dimension Goal of this work is to find out, how company could use emotional branding dimension in electronic environment to communicate with her customers. Theoretical model was created. To prove this model‘s validity there was created e-brand, e-shop, and blog. To improve this e-brand ware used other methods of research: 3 experiments, 2 surreys, 2 content analysis, 1 interview with experts. At the end of this paper theoretical model was improved. During research it was understood, that intercourse between company and consumer are not just a part of theoretical model, they exist in every part of it, where consumer gets and use information. Through emotional dimension company is affected by communication with consumers and finally by interpretations of consumers behavior is able to improve those pats of the model, where company decides, what information to give and what channel of communication to choose. This paper work consists from 70 pages, 41 source of literature including 30 images and 8 tables. |
