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.