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Emotional Marketing: Emotional Brand Attachment in Fast Moving Consummer Goods: The case of Inca Kola
Mälardalens högskola, Akademin för ekonomi, samhälle och teknik.
Mälardalens högskola, Akademin för ekonomi, samhälle och teknik.
2013 (engelsk)Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
Abstract [en]

The purpose of the thesis is rather explanatory since the main goal is to examine how the different emotional factors exploited by the Inca Kola marketers could explain the strong position that the Golden kola has in the mind of the Peruvian customers. Moreover, it will also be assessed if the attachment goes beyond borders and Peruvians living abroad still try to consume the beverage. Finally, the thesis does not strive to present results based on a representative sample for the whole Peruvian population living abroad but to try to present a possible theoretical generalization.

sted, utgiver, år, opplag, sider
2013. , s. 63
Emneord [en]
Emotional Marketing, FMCG, Brand Loyalty, Lovemarks, National identity, Brand romance
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Identifikatorer
URN: urn:nbn:se:mdh:diva-19139OAI: oai:DiVA.org:mdh-19139DiVA, id: diva2:626351
Fag / kurs
Business Administration
Veileder
Examiner
Tilgjengelig fra: 2013-06-19 Laget: 2013-06-07 Sist oppdatert: 2013-06-19bibliografisk kontrollert

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