Posted: July 16th, 2015
To study and evaluate the Impact of emotional branding strategies on brand loyalty and brand perception- A case of Coca Cola
Abstract
The purpose of conducting the study was to identify Impact of emotional branding strategies on brand loyalty and brand perception so that the researcher can into the academics of research. The study is conducted from the consumers and employees of Coca cola. The responses of the respondents were gathered through the questionnaire. Further, findings were estimated through the analysis of gathered data through SPSS. The findings were discussed according to the approaches of past scholars However, the results depicts that a positive impact of emotional branding is observed on brand loyalty and brand perception both. However, the correlation and regression reflected that emotional branding sustains a moderate impact on brand loyalty while the relationship between emotional branding and brand perception is weak.
Acknowledgement
This paper would not have been possible without the assistance and the guidance of several individuals who in one way or another extended their valuable assistance in the preparation and completion of this study. First, my utmost gratitude to my father and mother who have been my inspiration as I hurdle all the obstacles in the completion this research work. I also want to thank my class adviser for his/her generous and reliable support as my dissertation adviser, my friends for their patience and steadfast encouragement to complete this study. I am heartily thankful to my classmates, whose encouragement, guidance and support from the initial to the final level enabled me to develop an understanding of the subject. Lastly, I offer my regards and blessings to all of those who supported me in any respect during the completion of the project.
Table of Contents
1.2 Background of the Research. 9
1.3 Motivation of the Study. 10
1.7 Significance of the Study. 11
Chapter 2: Literature Review.. 14
2.2 Emotional Branding strategies. 15
2.3 Emotional strategies adopted by Coca Cola. 18
2.6 Impact of Emotional branding on brand loyalty. 21
2.7 Impact of Emotional branding on brand perception. 22
Chapter 3: Research Methodology. 24
3.5 Respondents of the study. 25
4.3.1 Demographic Analysis. 28
4.3.2.1 Emotional Branding Strategies. 29
Chapter 5: Conclusion & Recommendations. 37
5.1 Discussion of Findings. 37
5.2 Suggestions to the Organization. 39
5.3 Scope for Future Studies. 40
5.4 Limitations of the Study. 40
5.5 Practical Implications. 41
Appendix B- Reliability Test 48
Appendix C- Descriptive Frequencies. 49
Appendix D- Correlation Test 88
Appendix E- Regression Test 89
List of Tables
Table 1: Reliability Analysis. 28
Table 8: Hypotheses Assessment Summary. 36
List of Figures
Figure 1: Brands Emotional Management 16
Figure 2: Emotional Branding. 17
Chapter 1: Introduction of the Study
1.1 Introduction
The first chapter of the research is referred to as the introduction of the study because it introduces the reader with the topic of the research. In this chapter, the background and motivation of conducting the research have been discussed. In addition, the first chapter of the research identifies the objectives and the problem statement of which the author intends to find answers which reflects the efforts of the researcher. Further, the chapter is concluded with the provision of a brief outline of the entire study, which will ensure that the research follows a pre-defined path in order to achieve the objectives and aims of the research
1.2 Background of the Research
According to Thompson, Rindfleisch and Arsel (2006), emotional branding strategy is the strategy adopted by brands that triggers the emotions of their consumers. Through the help of this strategy, brands are able to emotionally involve their consumers with their products. In the view of the author, these strategies are extremely important for the organization in order to attract and retain their customers and the history of the adoption of this strategy can be found from the early days of branding. However, the most significant use and success of this strategy can be found in the practices and strategies adopted by Coca cola in their operations globally. According to Marc (2001), Coca cola has been able to emotionally involve its customers, which are the core reason why it has been able to sustain and maintain their business in the globally competitive environment. However, like Coca cola many other brands have also tried to adopt this emotional strategy but have not been able to match the success that Coca cola has achieved. In addition, according to Norman (2004) with the adoption of emotional branding strategies brands can also retain and attract their customer and at the same time also change its perception among the general masses. Further the author states that because of this strategy consumer get emotionally attached with brands and are more likely to continue purchasing that particular brand in the long run.
The concept of brand loyalty and brand perception has been researched a lot by several brands to ensure that they adopt the right strategy that influences the consumer to become loyal towards their brand and positively perceive their brand. In addition, the first such strategy is widely observed to be adopted by Coca cola, which has successfully involved its customers emotionally throughout the world. However according to Green (2003), the success of emotional branding strategy is depends upon the identification and trigger of the correct and adequate emotional elements of a society in which the brand is operating. This inefficient use of emotional branding strategies adopted by several brands has results in brands not been able to retain their consumers or change their perception accordingly.
Analysis of the views on both sides of the topic indicates that emotional branding strategy is a powerful strategy to influence consumers however, at the same time it is also necessary that the brand first identifies the correct emotional elements that it needs to trigger in order to emotionally involve its customers. In addition, those brands that correctly identify those emotional elements are more likely to have loyal customers and positively change their perception among the masses.
1.3 Motivation of the Study
According to Green (2003), for a brand to succeed one of the most integral and important element of their strategy is to emotionally involve their customers with the brand. In accordance to which more and more brands have tried to adopt emotional branding strategy to attract and retain their customers. However not all of those brands have been able to succeed with this strategy. The fact that despite of its strong credentials the limited success of this strategy has resulted in becoming the reason that has motivated the researcher to conduct this study and investigate the exact impact of emotional branding strategies adopted by Coca cola on their brand loyalty and perception.
1.4 Problem Statement
“To study the impact of emotional branding strategies on brand loyalty and brand perception- A case of Coca cola”
The researcher intends to find the solution of the above mentioned problem statement with the completion of this research. For the purpose of which a case of Coca cola has been undertaken to develop an understanding of their emotional strategies and the impact it has had over the years on their brand loyalty and perception.
1.5 Research Objectives
The core objectives of conducting this research are as follows:
- To study the concept of Emotional branding strategies
- To investigate the impact of emotional branding strategies on brand loyalty
- To investigate the impact of emotional branding strategies on brand perception
- To identify the impact of emotional branding strategy adopted by Coca cola on its brand loyalty and brand perception
- To provide recommendations to Coca cola concerning their emotional strategies
1.6 Research Questions
This research questions enable the researcher to find answer of the research objectives. Similarly, the current study is based on the following research questions:
- What is emotional branding strategy?
- What is the impact of emotional branding strategy on brand loyalty?
- What is the impact of emotional branding strategy on brand perception?
- What impact does emotional branding strategy of Coca cola has on its brand loyalty and brand perception?
- How can Coca cola further improve its emotional branding strategy?
1.7 Significance of the Study
Emotional branding strategy is stated to be the most influential strategy that a brand can adopt to attract and retain customers. It is for this purpose that more and more companies are trying to adopt this strategy however only a few of those companies have succeeded in it. The findings of the research will ensure a clear understanding on the concept of emotional strategy and the impact of those strategies on brand loyalty and perception. Hence the findings of the research will be beneficial for brands that have not been able to succeed with the adoption of emotional strategies and the potential new brands who intend to apply this strategy. This research will also prove to be beneficial for future researchers and student who want to conduct their research on a related topic of this research.
1.8 Scope of the Study
The results and findings of the research will be limited for the brands who intend to adopt emotional branding strategies especially in the FMCG industry. Throughout the course of the research the factors and the impact of those factors on loyalty and preference of consumers has been assessed hence the results of the research will be limited to the organizations that have high consumer involvement.
1.9 Outline of the Study
In order to successfully achieve the objectives of the research it is necessary that the researcher follows a predefined path. Hence in the case of this current study the researcher will complete his study in the following manner:
- Chapter 1: Introduction
The first chapter of the research will introduce the reader with the topic of the research by describing the background of the research. In addition this chapter also includes the significance and the scope of the research. Further this first chapter of the research is concluded with a brief outline of the research study.
- Chapter 2: Literature review
The next step of the research is the literature review which includes a detailed review and analysis of the studies and researches conducted by previous authors and researchers. In addition this chapter also includes the hypothesis generated for the study which will be tested to achieve the findings of the research. The second chapter of the research is significant because it ensures a detailed insight of the topic.
- Chapter 3: Research Methodology
The third chapter of the research study is the strategy that the author identifies to apply in order to achieve the objectives of the research. In this chapter the research approach, philosophy and design are described in detail. Further in order to gather the required information, data collection and sample selection techniques are also mentioned. The third chapter of the research is concluded with the provision of ethical consideration and the limitations of conducting this research.
- Chapter 4: Data Analysis
Moving ahead the next chapter of the research is known as the data analysis. It is the practical implications of the strategies and techniques identified in the preceding chapter. In this chapter the findings of the research are discussed in the light of the previous literature available, generated with the help of identified technique.
- Chapter 5: Conclusion
The fifth and last chapter of the research is the conclusion of the study. In this chapter the overall findings of the research are summarized. In addition this chapter also includes the recommendations for the future researchers and identifies the areas where researches can be conducted.
1.10 Chapter Summary
An analysis of the first chapter indicates that the concept of emotional branding strategies has been used by brands over a large period of time. It is also stated that the emotional branding strategy is one of the strongest strategies to attract consumers however not all companies have been able to succeed with it. The fact that it is stated to be the most influential strategies that a brand can adopt and the limited success that brands have been able to achieve with it proved to be the motivation for the researcher to conduct this study and investigate the elements and factors of emotional branding that impact brand loyalty and preference. In addition this chapter also includes the scope, significance, objectives and problem statement of the research that the author intends to find answer of with the completion of this study.
Chapter 2: Literature Review
2.1 Introduction
Branding is one of the most important and effective strategy of marketers in promoting their products. It is sometimes considered as a sort of an advertising function. It not only creates value for the customers but also makes them loyal which thereby leads to brand loyalty. Brand loyalty is making customers loyal to the brands. It is something, which helps companies to build and maintain brand equity. The reason of making the customers loyal to the brand is, the marketers philosophy that it is cheaper to retain customers and making them loyal than to attract and pull new customers. It is evident from this fact that brand loyalty also reduces the marketing cost. This philosophy of marketers is extremely workable in this era where the competition is going global and extreme and the markets are getting saturated.
Brand perception is the positioning of the brand in the mind of the customer. It is the means of how customer actually views the image of the brand. Usually customer prefers branded products to be purchased because they perceived branded products as more worthy, high in quality, and effective in fulfilling and satisfying their needs as compared to unbranded products. If the image of the brand is projected in the minds of the customers in such a way that customers place that brand as similar to their personality trait than this will be very effective for the company to attract smart profits, and returns. Brand perception can lead to brand loyalty which thereby leads to the victory of the brand as well as to the success of the company. In this chapter our focus is on the brand loyalty and on brand perception, determinants of making customers brand loyal, how brand loyalty and brand perception can be beneficial for the company and how the product quality, satisfaction, trust and commitment can direct towards brand loyalty.
2.2 Emotional branding
Creating an exclusive tag and image of the products in consumers’ mind can help the marketers in enhancing the performance because this strategy is a source of high sales and increased productivity for an organization (Gobe, 2009). Likewise, Thompson, Rindfleisch and Arsel (2006) indicated that emotional branding is one of the various techniques that are applied for the attainment of consumers’ attention and interest because this influences the perception and perspective of the consumers effectively. According to Kapferer, (2012), emotional branding is an effective technique through which the marketers communicate and share their ideas in order to appeal consumer’s emotional state, needs and objectives. Basically, emotional strategy can help in maintaining the image of the firm because it clearly differentiates the brand with other competitive product. This strategy is of core significance because it enables the consumers to establish the emotional, psychological and responsive relation with consumers, which keeps them for long. Marc (2001) suggested that relationship of brand and consumer is the most reliable and effective one because this is the source of revenue generation and success for the firm. The work of Norman (2004) showed that the explanation of the customer is mainly dependent on the sort of brand they consume because customers demonstrate themselves through the brand they consume. Additionally, the clothes they wear the food they eat, the car they drive and other lavish they consume in their daily lives. Similarly, if a consumer is emotionally bound with the product, the perception related to the product will directly turn to positive for them.
2.3 Emotional Branding strategies
In the point of view of Green (2003), many well-known brands across the globe have successfully managed to gain the emotional attachment of the consumers. These brands mainly include Pepsi, Canon, Nescafe, Nokia, L’Oreal, Cisco, Sony, Philips, Nivea, Honda, Toyota, Disney, Pizza Hut, and Coca cola and so on. Salovey, Caruso and Mayer (2004) stated that the perception of the consumers with such brands is highly effective and emotionally attached because of the warmth they offer with their products. The commonly practiced strategy that helps them to maintain the consumer’s emotional interest is the value they give them. All of the above mentioned brands keep a concrete concentration on respecting and concerning their customers which helps them in maintaining the effectiveness within their success among other competitive products and brands.
Moreover, the model below explores about the strategies that are effective in maintaining the emotional branding.
Figure 1: Brands Emotional Management
(Source: Koo, 2003)
The above figure explores the strategies that are effective in maintaining the brand emotion management. According to the above model, the comprehensive management of various aspects can help in building the effectiveness within the brand and make the customer emotionally attached with the product. The practices to be applied by the marketers for the development of strong emotional branding are highlighted below (Koo, 2003):
- The usage of the social media and other internet sources for the collection of feedback and communication can help in establishing the strong emotional bond between the consumers and the brand.
- The product formulation and continuous integration can help the marketers in attaining the emotional interest of the consumers.
- The design and packaging are one of the major tools that attract consumers and make them emotionally bound with the product.
- Likewise, communication and maintenance of the promises can as well turn out to be effective for the attainment of consumer’s emotional attachment.
- Usage of emotional features and advertising techniques that are of customer’s interest can help in grabbing the customer’s interest with the products offered.
- Integration of manners and personal relationship can turn out to be beneficial for the establishment of strong emotional attachment
- Events sponsoring and other occasional invitations and perks can help in achieving the customer’s emotional interest.
- Likewise, maintaining a familiarity between the customers and brands through establishing the brand identity.
- Lastly, the proper management of the point of sale and purchase can as well influence the customer’s interest effectively such as stores and other walk-in places.
Furthermore, the model below depicts about the key factors that needs to be influenced for the development of emotional relationship between the customers and the brand. Basically, the model shows that lifestyle of the customers, flashy designs, image of the brand and glitzy advertisement can helps in maintaining the emotional branding strategy (Koo, 2003).
(Source: Green, 2003)
Moreover, the figure above indicates about the main aspects that are to be applied for the attraction of emotional branding. These aspects mainly includes following features:
- Lifestyle
- Flashy Design
- Image
- Glitzy Advertisement
The above mentioned feature is effective in gaining the emotional interest of the customers with the product because they are the key features for the human beings. The studies of Kapferer, (2012) indicated that lifestyle of the customers is highly influenced with the brands they consume. Likewise, the image and flashy design of the product is effective in maintaining the emotional bond between the customer and brand (Green, 2003).
2.4 Emotional strategies adopted by Coca Cola
Coca cola, (2014) indicated that Coca cola is a well-known brand because it has been consumed across the globe in almost 200 countries. Coca cola produces more than 400 brands across the globe, which indicates about its recognition and effectiveness worldwide. One of the most effective strategies that distinguish Coca cola from its competitive brands is the marketing and advertising strategy it practices. Basically, Coca cola focus on implementing emotional branding which helps in maintaining an executive and effective image in the perception of the customers. Coca cola focus on gathering the customers with emotions and interest this is why it runs the campaigns occasional and seasonal basis (Ahmad, 2014). These campaigns are effective in attracting the customers emotionally because they are either related to human relations or related to patriotism.
For the purpose of sales promotion, Coca cola initially planned and run following campaigns so that it can make the customers emotionally attached with the product. These campaigns are defined below:
- Coca cola Cricket
- Coca cola Concerts
- Coca cola Food Mela
- Coca cola Go red
- Coca cola Party in Park
- Coca cola Shopping festival
- Coca cola pet promotion
- Coca Cola Wonder of the World promotion
The above mentioned campaigns are effective enough for the attraction of customers towards the product or brand because these are the techniques that make customers familiar and special through which they get a motivation to buy or purchase the product. Mainly, the practices of Coca cola have coped to maintain an image and position within the markets this is why Coca cola is now known as one of the most consumed products offered across the globe. Chahal, (2014) indicated that Coca cola has succeeded in sharing the market with greater proportion mainly because of the advertising and branding techniques it involves. Similarly, the author also said that marketing strategies of Coca cola plays a significant role in delivering the brands with even more popularity and knowingness among the customers.
2.5 Brand Loyalty
One of the major aspects of the company success is to attract maximum number of customers towards its brands. That is to make customer brand loyal. Through Brand loyalty the company can make customers less engage in making decisions like whether to buy a particular brand or not (Rundle-Theile and Bennet, 2001) and the customers will also be willing to pay more if they are brand loyal (Bennet, 2001). The factors that lead to brand loyalty include product or service quality, satisfaction, trust and commitment. Providing superior quality products helps companies to retain customers (Clottey, Collier and Stodrick, 2008). Satisfaction from products or services makes customer to purchase that brand again and again, thus making customers brand loyal (Bennett and Rundle-Theile, 2002). The concept of brand loyalty was first came into being in 1920s (Bennett, 2001) since then it has become one of the most important strategy for the marketers to gain success as the marketers believe that retaining customers by making them loyal to the brand is less costlier than acquiring and attracting new customers. Many researchers have also favored the fact that the companies having a large collection of brand loyalist have greater market share and also enjoys high rate of return on investment (Jensen and Hansen, 2006).Brand loyalty also increases the organizations bargaining power relative to their suppliers. It also positively affects the shareholder’s value by reducing volatility and threats related with expected future cash flows (Anderson et al., 2004). For a company it is not only important to attract a large pool of customers but rather to attract a large pool of loyal customers (Kotler and Keller, 2005). Other factors that drive brand loyalty are customers buying habits, their involvement in the product, switching cost, value or benefits that customer receives from the product and their relationship with the company (Rundle-Theile and Bennet, 2001). Product or service quality and the satisfaction that consumer get through it are the two main determinants that makes customers loyal to a particular brand (Jamal and Anastasiadou, 2007). The satisfaction of consumers from the product or brand can be measured through their frequent purchase of the same brand (Jirawattananukool, 2001). For a long-term business success customer satisfaction plays a vital role which is one of the way to lead brand loyalty (Jones and Suh, 2000; Pappu and Quester, 2006). As compared to unsatisfied customer, the customers that are satisfied are more loyal to the brand, less price sensitive and are willing to pay even if they are charged higher, and are also not manipulate by the competitors’ attack (Dimitriades, 2006). Trust is another important determinant to make customers loyal because it is also positively associated with brand loyalty (Reast, 2005). Trust makes customers to make purchases of the same brand again and again because a trust worthy brand assures, fulfils and value its customers thereby making customers brand loyal (Ballester and Aleman, 2001).
2.6 Brand Perception
A brand perception is what customers feel imagine and believes about a particular brand. It is basically how the brand is positioned in the mind of the consumer. It can also be the ability of consumers to identify, recognize and recall a brand at the point of purchase .A brand plays a very important role in attracting customers because it adds value to the product. A customer would prefer to buy a product that is sold under some brand name rather than buying a product without any brand because the customer perceives branded products as superior quality products (Sadeghi and Tabrizi, 2011). Customer perception about a brand consists of two determinants, which includes, how much a customer is aware of the brand and what image a brand makes in the mind of the customer. However, these two determinants are not just enough to convince the buyer to buy a particular brand. The brand must also appeal to the buyer, satisfy the buyer and must also add value to the product (Keller, 2005). Brands also carry personalities and customers prefer to buy those brands that are relative to their personality traits (Fennis and Pruyn, 2007). So it is not only the product attributes that makes customers loyal but the brand name, its image or how it is positioned and its personality also makes customer satisfy with the product and make them loyal (Helgeson and Supphellen, 2004).
A customer perceives branded products as expensive, luxurious and high quality products as compared to products that are not branded. Usually customers choose products by comparing their features with those of other products. If they fail to do so then they choose products based on brands and their image that is positioned in their minds. In today’s era the customers are very less loyal and marketers are facing a great challenge to retain customers. The customers immediately switch to other brands if they find it less costly or if it is providing more for the less. So in order to attract and retain customer effective positioning of brands in the minds of consumers is very essentials. The marketers must make efforts to make customers perceive brands as they are associated with their personality traits (Bennett and Rundle -Thiele, 2005; Kapferer, 2005). Effectively positioned brands in the mind of consumers, facilitates consumers to identify their needs that the brand satisfy and to differentiate it from those of competitors (Hsieh, Pan and Setiono, 2004). This will subsequently leads to better market position, higher market share, sustainable competitive advantage, higher returns and brand loyalty (Koo, 2003; Kandampully and Suhartanto, 2000). The brand is not only the essence of the product but it also makes the product unique. A product that is selling under the brand name is more worthy and appreciated than a product that is not sold under the brand name. An effectively projected image of a brand not only enhances the purchase intention of customers but it also encourages values that the brand adds to the product (Hsieh and Huang, 2013).
2.7 Impact of Emotional branding on brand loyalty
According to Keller, Parameswaran and Jacob (2011) brand loyalty is the key strategy that forms the source of success and high income for the firm because this is the tool that directly influences the buying intention of the potential customers. Marketers these days practice the strategies that lead to the development loyalty with the product. According to Bennett and Rundel-Thiele (2005) emotional branding is found to be one of the major tools that play a significant role in the attraction of the customers. Basically, customers intend to stay loyal with the products that make them psychologically satisfy because this helps in trusting the product. The concept of staying loyal with the product is highly beneficial for the organization as this is the source of high sales and increased productivity. The work of Malär, Krohmer, Hoyer and Nyffenegger (2011) in addition to the work of Bennett and Rundel-Thiele (2005) indicated that customers intend to stay loyal with the products with which they are emotionally bound because this helps them fell familiar and concerned with the product. More likely, understanding the need of the consumers, appreciating, and admiring their views and concerns can help in maintaining the familiarity with the product which further forms the base for the brand loyalty. Meanwhile, the perception of Ghodeswar (2008) as well suggested that the answer to the question that investigates about the strategy through which customers choose the certain product and stay loyal with it is the development of emotional and healthy relation with them because this can help them in selecting the product from the offered ones. Similarly, the brands that manage to thrive across the globe are the ones that hold their customers emotionally and psychologically. Engaging the customers emotionally can be effective in maintaining the brand loyalty because this is the strategy that motivates the customers to stay loyal and prevent the brand switching ideas.
In contradiction to Ghodeswar (2008); Malär, Krohmer, Hoyer and Nyffenegger (2011) suggested that branding is not a matter that exists only in a vacuum but it is influenced through several external factors in which buying intention and interest is mainly observed. Moreover, the studies of Salovey, Caruso and Mayer (2004) indicated that if the marketers manage to develop the interest of the customers emotionally than surely the organization will experience the high sales and long term relationships with the customers. The emotional engagement is effective in maintaining the customer’s positive perception about the product for long, which is the key motivation for others to buy or at least try the product.
2.8 Impact of Emotional branding on brand perception
The perception of Keller, Parameswaran and Jacob (2011) indicated that emotional branding is effective in maintaining the brand perception of the customers because it is the source of emotional attachment for them. The studies of Salovey, Caruso and Mayer (2004) suggested that various strategies are to be practiced for the development of emotional relation between customers and brands. These strategies are defined below:
- Decide the emotion that is to be targeted in audience
The basic tool through which the customers maintain to enhance the perception of the customers with the product is the emotional attraction. Basically, if the marketer targets the emotion of the customer while offering the products can help in the development of the customers trust within the product. This strategy is effective in maintaining the perception of the customers with the products.
- Encourage customers to catch emotionally bounded state
Likewise, encouraging the customers to catch the products with emotions and absorb the offered perks with interest and affection so that they can maintain their perception with the products.
- Creating the feedback system for acknowledging consumers emotional need
Similarly, maintaining a feedback system through which the customers can continue to share their emotional needs and demands with the product can help in advancing the perception of the customers.
Furthermore, the studies of Esch, Langner, Schmitt and Geus (2006) also showed that emotional branding is effective in maintaining the perception of the customers with the product because this is an effective technique through which customers are maintained and held for long. This strategy enables the customer to maintain a sensitive and emotional bond with the offerings which later turn out to be effective for the attainment of high income for the firm.
2.9 Hypothesis Generation
Hypothesis for the current study is defined below:
H1: There is a significant relationship between emotional branding strategies and brand loyalty
H2: There is a significant relationship between emotional branding strategies and brand perception.
2.10 Conceptual Framework
Framework for the current study is illustrated below:
Independent Variable and Dependent Variables
| Emotional Branding |
| Brand Loyalty |
| Brand Perception |
Variables of the study:
Dependent Variables
- Brand Loyalty
- Brand Perception
Independent Variables
- Emotional Branding
2.11 Chapter Summary
Brands carry personalities, which are similar to the human personality traits. This is the major factor that customers form relationship with the brands. Due to this fact, marketers are now practicing emotional branding strategy to make people realize and understand that the particular brand is only designed for them and it exactly matches and reflects their personality. This branding strategy has a positive impact on the brand loyalty as it appeals to the customer’s emotions and convince customers to make frequently purchases of the same brand again and again, thus making them loyal to the brand. As this strategy emotionally appeals to the customers, it also helps the marketers and the company to offset the competition of the rivals. It also facilitates the company in gaining sustainable competitive advantage. This strategy can be considered as one of the customer-centered approach, building and maintaining deep, strong and lasting relationship between the brands and the customers.
Chapter 3: Research Methodology
3.1 Introduction
The next step of the research is the part of research methodology. In this chapter the strategies for collecting and analyzing the data are identified which are essential for the purpose of achieving the objectives of the research. In addition, this chapter will also highlight the sample size and the sample selection technique used in the research. The third chapter of the research is the base of the study as it defines the research design and approach and also identifies the key data analysis techniques that will be used in the following chapter to reach to the findings of the research. This chapter is concluded with the provision of ethical concerns and limitations of the research.
3.2 Research Design
This part of the research referred to as the design of the research is the basic plan of conducting the overall research. In this part, the different types of data that are collected and used to conduct this research are identified. In general, the research design is of three types, which include qualitative, quantitative and mix research design (Creswell, 2007). In the case of the current study, the researcher intends to adopt a mixed research design in which both the qualitative and the quantitative data has been utilized to propose the findings of the study. In addition, the quantitative data has been collected in the form of primary data collection tools whereas the qualitative data is collected with the help of the literature provided by previous scholars and researchers.
3.3 Research Approach
Research approaches can be of two types, which include deductive and inductive research approaches. However, the choice of adopting an approach depends upon the nature and requirements of the study. The first approach of deductive refers to the approach in which a hypothesis is tested which is backed with by primary and secondary data (Berg and Lune, 2004). With the adoption of deductive approach researcher generally looks to investigate the impact or relationship between the identified independent and dependent variables. On the other hand, the second approach of inductive refers to an approach in which a real life problem is investigated or a theory already proposed by different authors is tested. In the case of this current study, deductive approach has been adopted as the researcher intends to find the impact of emotional branding strategies on customer loyalty and perception.
3.4 Research Strategy
In order to achieve the objectives of the research it is necessary that the researcher identifies and proposes the effective data collection techniques. These techniques are used to collect and gather the data from the selected sample. Significance of the strategy can also be assessed from the fact that the findings of the research has been solely dependent on the data collected from the respondents of the study hence it is important to identify the correct tools of collecting the required data (Creswell, 2007).
In the case of the current study, a technique of conducting a survey has been adopted which has been held with the help of a structured questionnaire. This questionnaire has been distributed among the customers of Coca cola to assess the impact of emotional strategies of Coca cola on their loyalty and perception. On the other hand, the secondary data has been collected with help of books, journals and online links of the literature provided by previous scholars.
3.5 Respondents of the study
In accordance with the objectives of the study to investigate the impact of emotional branding strategies on the brand loyalty and brand perception of Coca cola the respondents that has been selected for the study will include the general customers who are emotionally involved with the brand as well as those consumers who do not prefer Coca cola. Diversity in the respondents has been ensured so that generalized results can be achieved and the entire elements of loyalty, perception and emotionality can be covered in detail.
3.6 Sample Design
In order to authenticate the findings of the research it is extremely important that a sample, which is a true and fair representative of the entire population, be selected. Hence for the purpose of selecting an adequate sample there are techniques which includes probability sampling in which all the elements of the population have an equal chance to be selected on a random basis and the other technique is that of non-probability sampling which is further subdivided into, cluster sampling, snowball sampling and convenience sampling. In the case of the current study non-probability, convenience sampling has been undertaken to gather the required primary data. According to this technique, the sample consists of individuals who are easily available and accessible by the researcher.
3.7 Sample Size
The size of the sample selected for the purpose of gathering the required data is 40, which this includes the general consumers of Coca cola who are loyal to the brand. These consumers has been selected with the help of the technique identified earlier and will help the researcher in assessing the impact of emotional strategies of Coca cola on their loyalty towards the brand the perception of the brand.
3.8 Data Analysis
To reach to the stage of proposing the findings of the research it is necessary that the collected data be analyzed in accordance with the objectives of the research. In the case of this study, SPSS software has been used to analyze the data with the help of regression and correlation analysis. These analyses indicate the impact and relationship of emotional branding strategies with brand loyalty and perception.
3.9 Ethical Concerns
In the pursuit of successfully completing a research study, the researcher faces certain ethical dilemmas that he needs to consider. These dilemmas are generally related to autonomy, anonymity and confidentiality. Similarly, in the case of the current study the researcher had to face the following ethical considerations:
- Autonomy:
The first ethical dilemma that the researcher had to consider was that of autonomy. This term of autonomy refers to the fact that the data provided by the respondents was voluntary and not under any undue pressure from the researcher. It was provided under their free will and with the adoption of all legal means. In addition, it was also ensured that the responses were free from any biases.
- Anonymity:
The second ethical concern that the researcher had to deal with was that of anonymity. It refers to the fact that the personal information of the respondents in the shape of name or contact number will not be disclosed by the researcher to any other person for any other reason. In addition it was also ensured that the anonymity of the respondents will also be ensured even after the completion of the research.
- Confidentiality:
The last ethical factor that the researcher had to consider was that of confidentiality. It was ensured that the data, which was collected for the research, would not be passed on to any other person for any other reason. The confidentiality of the data has also been promised during and after the completion of the research.
3.10 Chapter Summary
The significance of the third chapter was assessed from a thorough analysis of the chapter, which identified the research methodology, design and strategy that the researcher intends to adopt in order achieve the objectives of the research. In addition, this chapter also includes the data analysis methods and the ethical dilemmas that the researcher had to face throughout the course of conducting this study.
Chapter 4: Data Analysis
4.1 Data Analysis
This chapter consists of practical implication of techniques that has been identified in the previous chapter. The techniques that are recognized are correlation and regression analysis. These techniques will be utilized in order to estimate the relationship between the two variables that are brand loyalty and brand perception. Correlation is used to check whether the two variables are highly correlated, weakly correlated or there is no correlation between the two variables. This chapter examines the impact of emotional branding on the brand loyalty and brand perception with the help of the collected data. SPSS Software will be used to carry out correlation and regression analysis. The analysis will be based on both, descriptive and demographics. In addition to this, the hypothesis has also been included to ensure whether the hypothesis has been rejected or accepted.
4.2 Reliability Test
Reliability test is conducted in order to assess the reliability and generalization of the gathered data so that the researches can proceed further for the completion of the study. The required value of Cronbach’s Alpha is 0.6 for a reliable data; however, the value for the current study is 0.868, which shows that the gathered data is reliable for the study.
4.3 Data Analysis
4.3.1 Demographic Analysis
The number of respondents approached by the researcher makes up a total of 40.
| Respondents Profile | |
| No. of Respondents | 40 |
| Organization Under Deliberation | Coca Cola |
Out of which 57% of the respondents surveyed were male and remaining 42% of them were female. However, as far as the age bracket of the respondents is concerned 42% were falling in the age interval of 18-27, 37% of respondents belong to age group of 28-37, 12% belong to the age bracket of 38-47 and remaining 7% were falling into the age category of 48-57 (Refer to Appendix C).
4.3.2 Descriptive Analysis
4.3.2.1 Emotional Branding Strategies
Brands that care about the feelings of the consumers while offering and promoting the products that are likely to gain attention, which is even more significant, and gain interest of customers because this strategy helps in up grading the customers’ trust and interest. Coke has been practicing a strategy of customer’s involvement especially in social occasions and events because of which it has been able to connect to the general masses (Pendergrast, 2000).When the customers were inquired about emotional branding strategies, overall they were asked 9 questions in total. Customers were approached about coke always portrays emotions in its advertisements and promotions, to this, 47% of the respondents were agreed, 12% were neutral and remaining portion of the customers, just about 12% of them disagreed with the fact that coke not always portrays emotions in its advertisements and promotions (Refer to Appendix C).
Customer were also questioned about that they are emotionally attached with coke and that it triggers sense of patriotism. In order to respond this, approximately 47% of the overall respondents were agreed, approx 18% kept themselves towards the neutral side and remaining about 34% of the customers consuming coke were disagreed. However, in order to reflect their love towards coke, which is due to sense of patriotism, 75% of the respondents were agreed and remaining approx 3% of them supported moderate side and some also disagreed. Coca Cola cares about the feelings of its customers, to highlight the responses of customers, it can be illustrated that 55% of the respondents were agreed, 17.5% of them remained neutral while rest of the customers just about 27% of the overall respondents were disagreed. To gather the responses of customers towards, they feel familiar with the brand named as Coca Cola, approximately, major portion of the customers were agreed which makes up around 65% of the customers, 7.5% of customers were neutral while remaining 27% of the customers were disagreed. They were investigated regarding coke consumption is due to the sense of tradition that it reflects. In order to respond this, about 70% of the overall respondents were agreed, 7% highlighted their moderate view and remaining 22% of them supported the disagreement side of the statement (Refer to Appendix C).
The researcher also approached the respondents of the study about the role played by coke in the celebration of occasions and events with them. To this question, roughly around 57% of the customer respondents were agreed, 17% reflected their views towards the neutral side and remaining 25% of the respondents were in favor of disagreement side. Customers are attracted towards the harmony and peace, which is offered by Coke. To gather customer responses toward this very statement, it can be said that 65% of the customers were agreed, 20% remained neutral while 15% of the respondents favored the disagreement side. Coke is best at expressing emotions and affections, about 67% of the customers were agreed to the statement, 15% remained moderate and remaining 17% favored the disagreement side (Refer to Appendix C). Miller (2008) in his work highlighted that coke is known for portraying the emotions and culture within its marketing strategies this is why majority of the customers are attracted towards the brand because they are emotionally attached with the product. According to Ahmad (2014), customers are attached with the products that play a vital role in making them satisfy emotionally and psychologically. Findings of the Chahal (2014) supported the results of the current study because the work of the author also highlighted that customers are more attracted with the products that generates a sense and feeling of patriotism.
4.3.2.2 Brand Loyalty
Customer loyalty is strong when the purchasing and buying intentions of customer are not influenced by the raised in price of the products. Customers were asked that they are loyal to the brand coke, to respond this, customers highlighted that 32% of the respondents were agreed while major portion of the customers were neutral which makes up around 30% of the overall respondents. Moreover, 37% of the customer supported disagreement side of the statement. Customers were questioned that they buy other products of coke and that it is their first priority as well. The respondents indicates that 62% of the respondents were agreed, 12% were neutral, however, 25% of the customer favored the disagreement side of the fact that they do not buy other products of coke. The responses towards coke as their priority depicts that 75% of the customers associated with Coke agreed while remaining approx 25% of them were neutral and disagreed (Refer to Appendix C).
Moreover, the researcher of this study also approached the respondents regarding their preference towards Coke will be the same, regardless of that the price increases or decreases. In order to present, their responses towards this very statement it can be highlighted that 50% of the respondents were agreed, 25% of them remained neutral while remaining 25% of the customer respondents were disagreed to the fact. The last question for which the customers were inquired about sheds light on customer loyalty that they do not switch towards the alternatives of Coke. The responses indicate that 77% of the overall respondents were agreed, 7.5% of them supported the neutral side while remaining 15% of the customers favored disagreement side. (Refer to Appendix C). Karolefski (2013) was of the view that brand loyalty in the case of Coca cola is observed to be high because customers are strongly attached with the products. Coke is found to be in the preference list of most of the young generation these days. Customers of coca cola are mainly found to stay loyal with the brand because they are satisfied with the products.
4.3.2.3 Brand Perception
Coca cola is meant for the entire family because it is consumed by people belonging from almost all of the age groups (Allen, 2004). Coca cola is a well-known brand across the globe; it has a strong relation with its customers, which shows that the customers are more likely to stay connected with the brand (Matzler, Bidmon and Grabner-Kräuter, 2006). The question for which the respondents were inquired sheds light on the Coca Cola as a brand, which is meant for entire family. The responses gathered by the researcher depicts that 75% of the customers were agreed, 7% of them favored the neutral side of the statement. On the contrary, 17.5% of the customer respondents were disagreed with the fact that Coca Cola is not meant to the entire family. The customers of Coca Cola were also approached regarding the brand Coke is fun loving. The responses of the customers highlighted that 80% of the respondents favored the agreement side, 12% of the customers were in favor of moderate side, and however, remaining 8% of the respondents bend their views towards disagreement side. They were also approached about that the brand Coke is a patriotic brand. To respond this, approximately 72% of the overall respondents were agreed, 15% favored the neutral side, which depicts that to some extent they believe that Coke is a patriotic brand. On the contrary, as far as the disagreement side is concerned, 85% of the respondents were disagreed and remaining 5% were disagreed (Refer to Appendix C).
Another question for which the customers were investigated highlight that Coca Cola is the value for money brand. The responses of the customers indicated that 80% of them were agreed, 12.5% presented their views towards moderate side while rest of the customers constituting a total of 7.5% of the participants presented their views towards negation side (Refer to Appendix C). However, the studies of Karolefski (2013) indicated that Coca cola is complete brand that is consumed across the globe by almost every person because this provides the customer with quality taste along with the emotional satisfaction. Mennen (2005) added that Coca cola shares the market with a significant proportion because of the charm and inspiration it holds for its customers.
Moreover, Coca Cola always cares about the emotions of the entire family. The responses of the customers indicate that most of the respondents favored the neutral side of the statement. Some of the respondents constituting a total of 75% of the respondents preferred the agreement side of the fact. However, as far as the disagreement side is concerned 12% of the respondents were disagreed that Coca Cola does not care about the emotions of the entire family. The customers were also inquired about the maintenance of brand effectiveness through integrating a sense of familiarity by Coke. In order to respond this, more than 70% of the customers were agreed, 3% of them supported the neutral side of the statement and remaining, number of customers about 8% of them favored the disagreement side. Likewise, they were also investigated about the innovation and effective brand because it brings out latest strategies as per the season, thus, the responses of the customers indicated that 78% were agreed, 10% of the customers were neutral and remaining 12% of the customers presented their negating views. The last question for which the customers were inquired sheds light on the emotional attachment of customers with Coke. Approximately, 90% of the respondents were agreed, just 10% of them presented their negating views that they are not emotionally attached with the Coke (Refer to Appendix C). According to Neusu (2014), Coca Cola is a well-acknowledged brand because it holds the effective and strong sense patriotism, which is observed and felt by its customers.
4.4 Correlation
The main reason of conducting the correlation is to accumulate the impact of independent variable on the dependent variable. Basically, this test explores about the existence of relationship between independent and dependent variables. However, the current study intends to assess the relationship between one independent variable and two dependent variables. The current study aims to identify two relationships i.e. between emotional branding and brand loyalty and between emotional branding and brand perception. However, the correlation test indicates that both the relationship exists as the value of Pearson correlation for brand loyalty and brand perception are 0.799 and 0.664 respectively, however, the relationship between brand loyalty and emotional branding is of high effect while brand perception and emotional barding holds moderate relationship.
4.5 Regression Analysis
Hypothesis 1:
H1: There is a significant relationship between emotional branding strategies and brand loyalty
In the regression analysis, model summary and coefficients are considered. The value of R square for the estimation of relation is 0.639; the current study depicts a moderate relationship between emotional branding and brand loyalty.
In coefficient, value of sig is considered because it exemplifies the acceptance and rejection of the hypothesis. The value of sig should be .000 for the acceptance of the hypothesis. However, the coefficient for the first hypothesis indicates the acceptance of the hypothesis because the value of sig is .000.
Hypothesis 2:
H2: There is a significant relationship between emotional branding strategies and brand perception
In the model summary of second hypothesis, value of R square is below 0.441 it means that the relationship between emotional branding and brand perception is moderate.
The coefficient of the second hypothesis also indicates the acceptance of the hypothesis because the value of sig is .000.
4.6 Hypothesis Assessment
The hypotheses assessment is the short snap summary of the data gathered by the researchers, which highlights the main findings of the research. The hypothesis assessment for the current study is illustrated below:
| S/No. | Hypothesis | Significance Value | Status |
| 1 | There is a significant relationship between emotional branding strategies and brand loyalty | 0.000 | Accepted |
| 2 | There is a significant relationship between emotional branding strategies and brand perception | 0.000 | Accepted |
Table 8: Hypotheses Assessment Summary
4.7. Chapter summary
The chapter assessed the gathered data in order to provide the possible findings of the study. According to the data analysis, it has been estimated that emotional branding has a positive impact on brand loyalty and brand perception. From the analysis, it has been estimated that customer purchase behavior has also been influenced through emotional brand strategy. Before running regression, the data has been analyzed to check whether regression is applicable to the data, and the data was reliable for regression analysis. From the analyzed data, it has also been indicated that marketers are using emotional brand strategy to attract and retain a large pool of customers, enhancing brand loyalty.
Chapter 5: Conclusion & Recommendations
5.1 Discussion of Findings
The findings of the study are highlighted to prove the efforts the efforts of the researcher. However, for the current study, the findings are as under:
| Findings revealed by Research | |
| No. of Respondents | 40 |
| Target Population | Customers of Coca Cola |
| Status of Hypotheses | Accepted |
| Reliability of the Data | 0.868 |
| Propositions (Achieved, unachievable) | Achieved |
5.1.1To study the concept of Emotional branding strategies
Emotional branding strategy is of keen importance for almost all of the marketers because every marketer understands the effectiveness of appealing the customers emotionally (Marc, 2001). The responses of the consumers highlighted that Coca Cola is successful in portraying emotions in its ads and other promotional activities. Many of the customers reflected that Coca Cola is that beverage to which they are emotionally attached and therefore, they are familiar with this brand. Coca Cola is that beverage which enables a customer to reflect sense of patriotism. The emotional branding strategies that are being implemented by Coca Cola enable its marketers to convey message of peace and harmony toward its customers, which best describes emotions and affections that a particular brand can and should offer.
5.1.2 To investigate the impact of emotional branding strategies on brand loyalty
The respondents of the research were also inquired about the brand loyalty in reference with the emotional branding strategies. The responses of the customers illustrated that they are loyal to the brand coke and thus, this is why they prefer coke among all other alternative brands in the FMCG industry. Customers were of the view that no matter what price is offered by Coca Cola, they will continue buying it and hence this points towards their brand loyalty that has been structured by Coke. Responses also portrays that Coca Cola is such a brand, which is meant for entire family and that, is why its customers never think of switching towards related products. According to Taylor et al (2004) as the competition is going global and more intense and the markets are being saturated, the marketers are focusing more to make customers loyal in order to retain them then to attract and catch the attention of potential customers.
5.1.3 To investigate the impact of emotional branding strategies on brand perception
The advertisements that convey a message or sensitive notion is as well considered as the tool for the development of emotional attachment between the consumer and the brands (Dimitriades, 2006). Coca Cola is a fun-loving and patriotic brand. The customers were of the view that it believes in bringing continuous innovations in its products that is the reason of its positive brand perception. Henceforth, the aforementioned aspects can be termed as the factors that persuade customers to prefer Coca Cola.
5.1.4 To identify the impact of emotional branding strategy adopted by Coca cola on its brand loyalty and brand perception
The main slogan of Coca cola is to bring peace and happiness; it provides its consumers with a message of peace and harmony along with the happiness and freedom. Additionally, the strategies that are applied by Coca cola are effective enough in gathering the customer’s interest, which later helps in bounding them emotionally (Coca cola, 2014). The responses of the customers illustrates that Coca cola prepare and practice the strategies that intend to bind them emotionally which further supports in the development of long-term relationships. This makes people brand loyal and once they are loyal, they hold positive perception towards the brand. Coca cola is valuable brand that holds the customers for long by making them feel worthy and important. This is why majority of its consumers stated that value Coca cola is valued for money brand.
5.2 Suggestions to the Organization
Before highlighting recommendations to the organization under study, it is necessary to shed light on the reason for which these recommendations are provided. The reason is to enable Coca Cola to alter areas which are lag behind with respect to its emotional branding strategies. Some of the recommendations that are provided to marketers and managers of Coca Cola are mentioned as under:
- The foremost recommendation for Coca Cola brand is to examine its emotional branding strategies and consider the areas, which are less favorable within this regard and amend them accordingly.
- The managers at Coca Cola should also take into consideration the emotional chords of consumers that can be influenced by them easily and which then persuades customers to act in a certain way.
- Moreover, the managers are also recommended regarding the reduction in the dissonance level in the form of post purchase behavior, which can be done by touching right emotional chords of customers.
- Coca Cola should not only focus on attracting emotional aspects with its brand rather they also opt for other strategies of retaining its existing customers and attracting the newer one. This is suggested so that Coca Cola will not be perceived as the one gaining customers via emotional appeal, too much emotional branding strategies can affect the brand identity of Coke.
- The managers should also focus on maintaining the same level of quality, which will enable consumers to perceive positive aspects of Coke, which in turn will make customers brand loyal.
- Coca Cola should also conduct more of campaigns, which highlights the patriotism, and by doing this, it can be successful in attracting customers that will also perceive and spread favorable word of mouth about the coke products.
- The managers and marketers are also advised to take in contemplation the attitude of youth towards their products so as to adopt strategies that reflects togetherness and unity among people because youth can be the best target audiences for beverages and other related products.
5.3 Scope for Future Studies
The study under deliberation is of great significance, which seeks to shed light on the concept of emotional branding by taking in contemplation Coca Cola as the one to be investigated. The results of the study can be proved to be useful for the consumers as well as the marketers of Coca Cola because they can get an idea about the extent by which their emotional branding is impacting consumers and what are their perception towards this very concept. Moreover as per the findings revealed out from this very study, Coca Cola has been successful enough in attracting customers via tactic of emotional branding. Likewise, the areas which can be further broadened are illustrated as under:
- Relation between emotional branding and cognitive dissonance
- Study on effective utilization of emotional branding in attracting and retaining customers
- To examine the strategic competitive advantage of emotional branding
5.4 Limitations of the Study
Every research is faced by certain limitations, which hinder the findings of the research (Beiske, 2007). In addition, research efforts are bound to face certain limitations because not every aspect can be humanely covered in a limited research study. Similarly, in the case of the current study following limitations were faced by the researcher:
- Although the researcher intended to cover, several aspects of emotional branding strategies and its impact on brand loyalty and perception the findings of the research are only applicable to the extent of beverages and FMCG industry.
- The second limitation that the researcher had to face was that of the time and resources. The research was faced with a very limited period of time and scarce resources with the utilization of which the findings of the research have been proposed.
- The last of the limitations faced by the research is that of size of the sample. Findings of the research generated from a mere 40 size of the sample cannot be generalized for the entire population of consumers.
- Another limitation is of the region and organization that has been core concern of the researcher that is why the results can be applicable to Coca Cola only.
5.5 Practical Implications
5.5.1 For Managers
The managers of Coca Cola are advised to take in contemplation the findings of this very study, which will be helpful in determining the influence that their emotional branding has on customers. Moreover, they are advised to adopt various strategies, which in turn persuade many customers to prefer Coca Cola. This will enable them to attract suitable amount of customers and as a result of which their profitability level can be affected. Managers can imply the findings of this very study so as to examine what alterations are necessary in order to attract customers and which type of campaign is preferred by its consumers.
5.5.2 For Policy Makers
The practical implications can be discussed from the perspective of policy makers as well in order to shed light on their role in development of policies regarding emotional branding. The policy makers can also utilize the findings of this very study and can get an idea about the positive impact of emotional branding on brand loyalty and perception, and thus can structure policies accordingly. They can permit the organizations functioning in their region for successful implementation of emotional branding strategies without reflecting negative outcomes.
5.6 Chapter Summary
The aforementioned chapter is the summary and conclusion of the overall findings gathered by the researcher. The results revealed out that the researcher has been successful in the accomplishment of objectives and hence there is an impact of emotional branding strategies on brand loyalty and perception.
References
Ahmad, M.S. (2014). Coca Cola Marketing Strategies, [Online] Available from https://www.scribd.com/doc/10552013/Coca-Cola-Marketing-StrategiesAccessed on [10th February’ 2015]
Allen, F. (2004). Secret Formula: How Brilliant Marketing and Relentless Salesmanship Made Coca-Cola the Best-Known Product in the World, Harper Business.
Anderson, E.W., Fornell, C., Sanal K. and Cheryl, M. (2004).Customer satisfaction and shareholder value. The Journal of Marketing, 68(4): pp.172-185
Ballester, D.E. and Aleman, M.L. (2001), Brand trust in context of customer loyalty, European Journal of Marketing, 35 (11/12): 1238-1258
Beiske, B. (2007). Research Methods: Uses and Limitations of questionnaires, interviews and case studies, GRIN Verlag.
Bennet, R. and Rundle-Thiele, S. (2004). Customer satisfaction should not be the only goal. Journal of Service Marketing, 18(7): pp. 514–523.
Bennett, R. (2001). A Study of Brand Loyalty in the Business-to-Business Services Sector. Journal of Brand Management, 2(4): pp. 785-800
Bennett, R. and Rundle-Thiele, S. (2002) .Measuring attitudinal brand loyalty.Journal of Brand Management, 3(9): 425-500
Berg, B. L. and Lune, H. (2004). Qualitative research methods for the social sciences. Boston, Pearson.
Chahal, M. (2014). Coca colamarketing news, [Online] Available from < http://www.marketingweek.co.uk/brands/coca-cola/>Accessed on [10th February’ 2015]
Clottey, T.A., Collier, D.A. and Stodnick, M. (2008). Drivers Of customer loyalty In a retail store environment. Journal of Service Science, 1(1): pp. 35-48.
Creswell, J. W. (2007). Educational research, 3rd ed. Thousand Oaks, CA: Sage.
Dimitriades, Z. S. (2006). Customer satisfaction, loyalty and commitment in service organizations: Some evidence from Greece. Management Research News, 29(12): pp. 782–800
Fennis, B.M. and Pruyn, A.T.H. (2007). You are what you wear, Brand personality influences on consumer impression formation, Journal of Business Research, 60(8): pp. 634-639
Ghodeswar, B. M. (2008). Building brand identity in competitive markets: a conceptual model. Journal of Product and Brand Management, 17(1): pp. 4-12.
Gobe, M. (2009). Emotional branding.(3rd Ed.) Allworth Press.
Green, D. (2003). Emotional Branding Makes The Difference. Paperboard Packaging, 88(6): pp. 125-150.
Helgeson, J.G. and Supphellen, M. (2004). A conceptual and measurement comparison of self-congruity and brand personality, The impact of socially desirable responding, International Journal of Market Research, 46,(7): pp. 205-233.
Hsieh, M. H., Pan, S. L. and Setiono, R. (2004). Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis. Journal of the Academy of Marketing Science, 32(3): pp. 251–270
Hsieh, W.L. and Huang, M.J. (2013). Marketing strategies for building the brand image of table tennis paddles, The 13th ITTF Sports Science Congress
Jamal.A. and Anastasiadou, K. (2009).Investigating the effects of service quality dimensions and expertise on loyalty expertise on loyalty.European Journal of Marketing, 43(3/4): pp. 398-420.
Jensen, J. M. and Hansen, T. (2006).An empirical examination of brand loyalty.Journal of Product and Brand Management 15(7): pp. 442–449.
Jones, M. A. and Suh, J. (2000). Transaction-specific satisfaction and overall satisfaction: An empirical analysis. Journal of Services Marketing, 14(2): pp. 147–159.
Kandampully, J. and Suhartanto, D. (2000). Customer loyalty in the hotel industry: The role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6): pp. 346–351.
Kapferer, J. N. (2005). The roots of brand loyalty decline: An international comparison. Ivey Business Journal, 69(4): pp. 1–6.
Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan Page Publishers.
Karolefski, J. (2013). Coca-Cola Banks on Emotion-Based Marketing Philosophy, [Online] Available from <http://www.cpgmatters.com/ShopperMarketing0113.html> Accessed on [10th October’14]
Karolefski, J. (2013). Coca-Cola Banks on Emotion-Based Marketing Philosophy, [Online] Available from <http://www.cpgmatters.com/ShopperMarketing0113.html>Accessed on [10th February’ 2015]
Keller, K. L., Parameswaran, M. G. and Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.
Koo, D. M (2003). Inter-relationships among store images, store satisfaction, and store loyalty among Korea discount retail patrons. Asia Pacific Journal of Marketing and Logistics, 15(4): pp. 42–71.
Kotler, P. and Keller, K.L. (2005). Marketing Management. (12th Ed.), Prentice-Hall, Englewood Cliffs, NJ.
Marc, G. (2001). Emotional branding. Cengage learning
Matzler, K., Bidmon, S. and Grabner-Kräuter, S. (2006). Individual determinants of brand affect: the role of the personality traits of extraversion and openness to experience. Journal of Product and Brand Management, 15(7): pp. 427-434.
Matzler, K., Bidmon, S. and Grabner-Kräuter, S. (2006). Individual determinants of brand affect: the role of the personality traits of extraversion and openness to experience. Journal of Product and Brand Management, 15(7): pp. 427-434.
Mennen, M. (2005,).An investigation into the role of emotional branding in the cola market with particular reference to Coca-Cola.Bachelor Thesis.
Miller, D. (2008). Coca-Cola: a black sweet drink from Trinidad1. Material cultures, p. 169.
Neusu, J. (2014). Emotional branding – A love affair between consumers and brands. [Online] Available from <http://www.techzim.co.zw/2014/08/emotional-branding-love-affair-consumers-brands/#sthash.oaOQVqIS.dpuf> Accessed on [10th October’14]
Norman, D. A. (2004). Emotional design: Why we love (or hate) everyday things. Basic books. McGraw Hills.
Pappu, R. and Quester, P. (2006). Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands. Journal of Product and Brand Management, 15(1), pp. 4–14
Pendergrast, M. (2000). For God, country and Coca-Cola: the definitive history of the great American soft drink and the company that makes it. Basic Books.
Reast, D.F. (2005), “Does trust and brand extension acceptance: the relationship”, Journal of Product and Brand Management, 14(1): pp. 4-13.
Rundle-Thiele, S. and Bennett, S. (2001). A brand for all seasons: A discussion of brand loyalty approaches and their applicability for different markets. Journal of Product and Brand Management, 10(1): pp. 25-37.
Sadeghi.T. and Tabrizi.K.G. (2011). The Correlation between Feelings and Brand Perception on Purchase Intention, World Applied Sciences Journal 12 (5): pp. 697-705
Taylor, A. S., Celuch, K. and Goodwin, S. (2004), The importance of brand equity to customer loyalty, Journal of Product and Brand Management, 13(4): pp. 217-227
Thompson, C. J., Rindfleisch, A. and Arsel, Z. (2006). Emotional branding and the strategic value, McGraw Hills
Appendices
Appendix A- Questionnaire
This questionnaire is structured to find out your valuable opinion in an attempt to study the relationship of emotional branding strategies with brand loyalty and perception. Your responses in this research will be kept anonymous and your data will be kept confidential; the data gathered will be combined together and analyzed as one study.
You are requested to attempt to answer all the questions to the best of your abilities and tick one appropriate box that best suits your perspective for each of the following statement.
The researcher is grateful for your time.
Respondents: Consumers of Coca cola
- Gender: [ ] male [ ] female
- Age: [ ] 18-27 [ ] 28-37 [ ] 38-47 [ ] 48-57 [ ] 58 and above
Independent Variable: Emotional Branding Strategies
| SA | A | N | D | SD | |
| Coca cola always portrays emotions in its advertisements and promotions | |||||
| I am emotionally attached to Coca cola | |||||
| I love drinking Coca cola because it triggers sense of patriotism | |||||
| Coca cola has always cared about our feelings | |||||
| I feel familiar with the brand | |||||
| I like drinking Coca cola because it provides me a sense of tradition | |||||
| Coca cola plays a vital role in celebrating the occasions and events with us | |||||
| Coca cola brings a message of peace and harmony which attracts me | |||||
| Coca cola is best in expressing emotions and affections. |
Dependent Variable: Brand Loyalty
| SA | A | N | D | SD | |
| You are loyal to the brand Coca cola | |||||
| You would buy other products of Coca cola | |||||
| In the category of beverages Coca cola is your first priority | |||||
| I never purchase alternatives of Coca cola | |||||
| If Coca cola raised its prices I would still continue to purchase it | |||||
| I think Coca cola is a brand which is meant for the entire family | |||||
| I will never switch to the alternatives of Coca cola |
Dependent Variable: Brand Perception
| SA | A | N | D | SD | |
| Coca cola is meant to be consumed for the entire family | |||||
| Coca cola is a fun loving brand | |||||
| Coca cola is a patriotic brand | |||||
| Coca cola is a value for money brand | |||||
| Coca cola always cares about the emotions of the entire family | |||||
| Coca cola maintains the brand effectiveness through integrating a sense of familiarity with it | |||||
| Coca cola is an innovative and effective brand because it brings out latest strategies according to the season | |||||
| I prefer Coca cola because I am emotionally attached to it. |
Appendix B- Reliability Test
| Reliability Statistics | |
| Cronbach’s Alpha | N of Items |
| .868 | 26 |
Appendix C- Descriptive Frequencies
| Gender | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Male | 23 | 57.5 | 57.5 | 57.5 |
| Female | 17 | 42.5 | 42.5 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| Age | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | 18-27 | 17 | 42.5 | 42.5 | 42.5 |
| 28-37 | 15 | 37.5 | 37.5 | 80.0 | |
| 38-47 | 5 | 12.5 | 12.5 | 92.5 | |
| 48-57 | 3 | 7.5 | 7.5 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| Coke always portrays emotions in its advertisements and promotions | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 11 | 27.5 | 27.5 | 27.5 |
| Agree | 19 | 47.5 | 47.5 | 75.0 | |
| Neutral | 5 | 12.5 | 12.5 | 87.5 | |
| Disagree | 4 | 10.0 | 10.0 | 97.5 | |
| Strongly disagree | 1 | 2.5 | 2.5 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| I am emotionally attached to coke | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 7 | 17.5 | 17.5 | 17.5 |
| Agree | 12 | 30.0 | 30.0 | 47.5 | |
| Neutral | 7 | 17.5 | 17.5 | 65.0 | |
| Disagree | 9 | 22.5 | 22.5 | 87.5 | |
| Strongly disagree | 5 | 12.5 | 12.5 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| I love drinking coke because it triggers sense of patriotism | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 3 | 7.5 | 7.5 | 7.5 |
| Agree | 27 | 67.5 | 67.5 | 75.0 | |
| Neutral | 1 | 2.5 | 2.5 | 77.5 | |
| Disagree | 4 | 10.0 | 10.0 | 87.5 | |
| Strongly disagree | 5 | 12.5 | 12.5 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| Coco Cola has always cared about our feelings | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 3 | 7.5 | 7.5 | 7.5 |
| Agree | 19 | 47.5 | 47.5 | 55.0 | |
| Neutral | 7 | 17.5 | 17.5 | 72.5 | |
| Disagree | 7 | 17.5 | 17.5 | 90.0 | |
| Strongly disagree | 4 | 10.0 | 10.0 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| I feel familiar with the brand | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 3 | 7.5 | 7.5 | 7.5 |
| Agree | 23 | 57.5 | 57.5 | 65.0 | |
| Neutral | 3 | 7.5 | 7.5 | 72.5 | |
| Disagree | 6 | 15.0 | 15.0 | 87.5 | |
| Strongly disagree | 5 | 12.5 | 12.5 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| I like drinking coke because it provides me a sense of tradition | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 8 | 20.0 | 20.0 | 20.0 |
| Agree | 20 | 50.0 | 50.0 | 70.0 | |
| Neutral | 3 | 7.5 | 7.5 | 77.5 | |
| Disagree | 8 | 20.0 | 20.0 | 97.5 | |
| Strongly disagree | 1 | 2.5 | 2.5 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| Coke plays a vital role in celebrating the occasions and events with us | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 3 | 7.5 | 7.5 | 7.5 |
| Agree | 20 | 50.0 | 50.0 | 57.5 | |
| Neutral | 7 | 17.5 | 17.5 | 75.0 | |
| Disagree | 10 | 25.0 | 25.0 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| Coke brings a message of peace and harmony which attracts me | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 4 | 10.0 | 10.0 | 10.0 |
| Agree | 22 | 55.0 | 55.0 | 65.0 | |
| Neutral | 8 | 20.0 | 20.0 | 85.0 | |
| Disagree | 5 | 12.5 | 12.5 | 97.5 | |
| Strongly disagree | 1 | 2.5 | 2.5 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| Coke is best in expressing emotions and affections. | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 4 | 10.0 | 10.0 | 10.0 |
| Agree | 23 | 57.5 | 57.5 | 67.5 | |
| Neutral | 6 | 15.0 | 15.0 | 82.5 | |
| Disagree | 5 | 12.5 | 12.5 | 95.0 | |
| Strongly disagree | 2 | 5.0 | 5.0 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| I am loyal to the brand coke | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 3 | 7.5 | 7.5 | 7.5 |
| Agree | 10 | 25.0 | 25.0 | 32.5 | |
| Neutral | 12 | 30.0 | 30.0 | 62.5 | |
| Disagree | 15 | 37.5 | 37.5 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| I would buy other products of coke | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 4 | 10.0 | 10.0 | 10.0 |
| Agree | 24 | 60.0 | 60.0 | 70.0 | |
| Neutral | 3 | 7.5 | 7.5 | 77.5 | |
| Disagree | 9 | 22.5 | 22.5 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| In the category of beverages, coke is my first priority | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 4 | 10.0 | 10.0 | 10.0 |
| Agree | 21 | 52.5 | 52.5 | 62.5 | |
| Neutral | 5 | 12.5 | 12.5 | 75.0 | |
| Disagree | 10 | 25.0 | 25.0 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| I never purchase alternatives of coke | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 4 | 10.0 | 10.0 | 10.0 |
| Agree | 26 | 65.0 | 65.0 | 75.0 | |
| Neutral | 3 | 7.5 | 7.5 | 82.5 | |
| Disagree | 7 | 17.5 | 17.5 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| If Coca Cola raised its prices I would still continue to purchase it | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 4 | 10.0 | 10.0 | 10.0 |
| Agree | 16 | 40.0 | 40.0 | 50.0 | |
| Neutral | 10 | 25.0 | 25.0 | 75.0 | |
| Disagree | 10 | 25.0 | 25.0 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| I think Coca Cola is a brand which is meant for the entire family | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 5 | 12.5 | 12.5 | 12.5 |
| Agree | 23 | 57.5 | 57.5 | 70.0 | |
| Neutral | 3 | 7.5 | 7.5 | 77.5 | |
| Disagree | 4 | 10.0 | 10.0 | 87.5 | |
| Strongly disagree | 5 | 12.5 | 12.5 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| I will never switch to the alternatives of coke | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 11 | 27.5 | 27.5 | 27.5 |
| Agree | 20 | 50.0 | 50.0 | 77.5 | |
| Neutral | 3 | 7.5 | 7.5 | 85.0 | |
| Disagree | 6 | 15.0 | 15.0 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| Coca Cola is meant to be consumed for the entire family | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 7 | 17.5 | 17.5 | 17.5 |
| Agree | 23 | 57.5 | 57.5 | 75.0 | |
| Neutral | 3 | 7.5 | 7.5 | 82.5 | |
| Disagree | 7 | 17.5 | 17.5 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| Coca Cola is a fun loving brand | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 11 | 27.5 | 27.5 | 27.5 |
| Agree | 21 | 52.5 | 52.5 | 80.0 | |
| Neutral | 5 | 12.5 | 12.5 | 92.5 | |
| Disagree | 3 | 7.5 | 7.5 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| Coca Cola is a patriotic brand | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 12 | 30.0 | 30.0 | 30.0 |
| Agree | 17 | 42.5 | 42.5 | 72.5 | |
| Neutral | 6 | 15.0 | 15.0 | 87.5 | |
| Disagree | 5 | 12.5 | 12.5 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| Coca Cola is a value for money brand | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 10 | 25.0 | 25.0 | 25.0 |
| Agree | 24 | 60.0 | 60.0 | 85.0 | |
| Neutral | 4 | 10.0 | 10.0 | 95.0 | |
| Disagree | 2 | 5.0 | 5.0 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| Coca Cola always cares about the emotions of the entire family | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 17 | 42.5 | 42.5 | 42.5 |
| Agree | 15 | 37.5 | 37.5 | 80.0 | |
| Disagree | 5 | 12.5 | 12.5 | 92.5 | |
| Strongly disagree | 3 | 7.5 | 7.5 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| Coca Cola maintains the brand effectiveness through integrating a sense of familiarity with it | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 5 | 12.5 | 12.5 | 12.5 |
| Agree | 27 | 67.5 | 67.5 | 80.0 | |
| Neutral | 4 | 10.0 | 10.0 | 90.0 | |
| Disagree | 1 | 2.5 | 2.5 | 92.5 | |
| Strongly disagree | 3 | 7.5 | 7.5 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| Coca Cola is an innovative and effective brand because it brings out latest strategies according to the season | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 9 | 22.5 | 22.5 | 22.5 |
| Agree | 22 | 55.0 | 55.0 | 77.5 | |
| Neutral | 4 | 10.0 | 10.0 | 87.5 | |
| Disagree | 4 | 10.0 | 10.0 | 97.5 | |
| Strongly disagree | 1 | 2.5 | 2.5 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
| I prefer Coca Cola because I am emotionally attached to it. | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Agree | 11 | 27.5 | 27.5 | 27.5 |
| Agree | 25 | 62.5 | 62.5 | 90.0 | |
| Disagree | 2 | 5.0 | 5.0 | 95.0 | |
| Strongly disagree | 2 | 5.0 | 5.0 | 100.0 | |
| Total | 40 | 100.0 | 100.0 | ||
Bar Charts
Appendix D- Correlation Test
| Correlations | ||||
| EmotionalBrandingStrategies | BrandLoyalty | BrandPerception | ||
| EmotionalBrandingStrategies | Pearson Correlation | 1 | .799** | .664** |
| Sig. (2-tailed) | .000 | .000 | ||
| N | 40 | 40 | 40 | |
| BrandLoyalty | Pearson Correlation | .799** | 1 | .652** |
| Sig. (2-tailed) | .000 | .000 | ||
| N | 40 | 40 | 40 | |
| BrandPerception | Pearson Correlation | .664** | .652** | 1 |
| Sig. (2-tailed) | .000 | .000 | ||
| N | 40 | 40 | 40 | |
| **. Correlation is significant at the 0.01 level (2-tailed). | ||||
Appendix E- Regression Test
| Variables Entered/Removedb | |||
| Model | Variables Entered | Variables Removed | Method |
| 1 | EmotionalBrandingStrategiesa | . | Enter |
| a. All requested variables entered. | |||
| b. Dependent Variable: BrandLoyalty | |||
| Model Summary | ||||
| Model | R | R Square | Adjusted R Square | Std. Error of the Estimate |
| 1 | .799a | .639 | .629 | .36965 |
| a. Predictors: (Constant), EmotionalBrandingStrategies | ||||
| ANOVAb | ||||||
| Model | Sum of Squares | df | Mean Square | F | Sig. | |
| 1 | Regression | 9.174 | 1 | 9.174 | 67.143 | .000a |
| Residual | 5.192 | 38 | .137 | |||
| Total | 14.367 | 39 | ||||
| a. Predictors: (Constant), EmotionalBrandingStrategies | ||||||
| b. Dependent Variable: BrandLoyalty | ||||||
| Coefficientsa | ||||||
| Model | Unstandardized Coefficients | Standardized Coefficients | t | Sig. | ||
| B | Std. Error | Beta | ||||
| 1 | (Constant) | .717 | .226 | 3.175 | .003 | |
| EmotionalBrandingStrategies | .708 | .086 | .799 | 8.194 | .000 | |
| a. Dependent Variable: BrandLoyalty | ||||||
| Variables Entered/Removedb | |||
| Model | Variables Entered | Variables Removed | Method |
| 1 | EmotionalBrandingStrategiesa | . | Enter |
| a. All requested variables entered. | |||
| b. Dependent Variable: BrandPerception | |||
| Model Summary | ||||
| Model | R | R Square | Adjusted R Square | Std. Error of the Estimate |
| 1 | .664a | .441 | .426 | .36450 |
| a. Predictors: (Constant), EmotionalBrandingStrategies | ||||
| ANOVAb | ||||||
| Model | Sum of Squares | df | Mean Square | F | Sig. | |
| 1 | Regression | 3.982 | 1 | 3.982 | 29.971 | .000a |
| Residual | 5.049 | 38 | .133 | |||
| Total | 9.031 | 39 | ||||
| a. Predictors: (Constant), EmotionalBrandingStrategies | ||||||
| b. Dependent Variable: BrandPerception | ||||||
| Coefficientsa | ||||||
| Model | Unstandardized Coefficients | Standardized Coefficients | t | Sig. | ||
| B | Std. Error | Beta | ||||
| 1 | (Constant) | .913 | .223 | 4.103 | .000 | |
| EmotionalBrandingStrategies | .466 | .085 | .664 | 5.475 | .000 | |
| a. Dependent Variable: BrandPerception | ||||||
Expert paper writers are just a few clicks away
Place an order in 3 easy steps. Takes less than 5 mins.