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Emotional Marketing: Emotional Brand Attachment in Fast Moving Consummer Goods: The case of Inca Kola
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2013 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
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.

Place, publisher, year, edition, pages
2013. , p. 63
Keywords [en]
Emotional Marketing, FMCG, Brand Loyalty, Lovemarks, National identity, Brand romance
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-19139OAI: oai:DiVA.org:mdh-19139DiVA, id: diva2:626351
Subject / course
Business Administration
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Examiners
Available from: 2013-06-19 Created: 2013-06-07 Last updated: 2013-06-19Bibliographically approved

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Henríquez Roncal, AlejandraSingh, Rahul
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