Satisfying customers is no longer sufficient for being successful in today’s business environment. A number of studies suggest that more and more marketers aim to create emotional bonds between their brands and their consumers in order to enhance brand loyalty and the organisation’s profitability. Emotional brand attachment plays an important role in marketing, particularly, in the cosmetics industry. Thus, the overall aim of this research is to investigate how emotional brand attachment affects brand loyalty in the skin care market in the UK and in Germany with a special focus on Nivea and Dove. Furthermore, the study focuses on a number of other research objectives, such as to find out what communications and branding strategies Dove and Nivea use and compare them in order to find out which brand is more successful in establishing brand loyalty and why. Other objectives are to evaluate whether addressing the consumer’s actual or ideal self is more effective, to investigate what other factors impact brand loyalty and to what extent they moderate the effects of emotional brand attachment and to see if the impact of emotional brand attachment on brand loyalty differs in the German and the UK market. In order to examine these research questions a number of hypotheses have been stated. The study is based both on primary and secondary research using qualitative research methods. The secondary research involves the analysis of written documents, and other sources of secondary data with the purpose to get an overview on the research topic and to investigate those research objectives that cannot solely be covered by the primary research. For the primary research two focus groups were conducted, one in the UK and one in Germany. The results of the groups were used to test the hypotheses and to draw conclusions from these findings in order to answer the research questions and to give recommendations for further academic research in this area and to help marketing managers to develop communications and branding strategies that boost brand loyalty. The study has come to the result that both brands effectively use emotional branding strategies to create brand loyalty and that emotions such as happiness, security, safety, reassurance and trust are essential for creating brand loyalty in the skin care market. It was also found out that addressing the consumer’s actual self rather than the ideal self is more important for building emotional bonds and loyalty.
Table of Contents
- 1. Introduction
- 2. Research Aims and Objectives
- 3. Literature Review
- 3.1 Brand Loyalty
- 3.2 The Role of Emotions in the Decision-Making Process
- 3.3 Emotional Brand Attachment
- 3.4 The Relationship Between Emotional Attachment and Loyalty
- 4. Research Methodology
- 4.1 Research Strategy
- 4.2 Research Process
- 4.3 Research Type
- 4.4 Research Method
- 5. Research Results
- 5.1 Results of the Focus Groups
- 5.1.1 Focus Group UK
- 5.1.2 Focus Group Germany
- 5.1.3 Outcome of both focus groups
- 5.2 Analysis of Social Media Activities (Facebook)
- 5.2.1 Dove
- 5.2.2 Nivea
- 5.1 Results of the Focus Groups
- 6. Research Discussion
- 7. Research Conclusion
- 8. Recommendations
Objectives and Key Themes
This research investigates the impact of emotional branding on brand loyalty within the skincare market, specifically comparing the UK and German markets using Nivea and Dove as case studies. The study aims to understand the branding strategies employed by these companies, determine the effectiveness of targeting the consumer's actual versus ideal self, and identify other factors influencing brand loyalty. It also explores whether the impact of emotional branding differs across the two national markets.
- Emotional branding's effect on brand loyalty
- Comparative analysis of Nivea and Dove's branding strategies
- The role of targeting actual vs. ideal self in building brand loyalty
- Moderating factors influencing brand loyalty
- Cross-cultural differences in consumer responses to emotional branding
Chapter Summaries
1. Introduction: This introductory chapter sets the stage for the dissertation, highlighting the increasing importance of emotional branding in achieving customer loyalty and profitability in today's competitive market, particularly within the cosmetics industry. It establishes the study's central focus on examining the impact of emotional brand attachment on brand loyalty in the skincare markets of the UK and Germany, using Nivea and Dove as comparative examples. The chapter lays out the overarching research questions and objectives, paving the way for a detailed exploration in the subsequent chapters.
2. Research Aims and Objectives: This chapter outlines the specific research questions guiding the study. It clarifies the aim to investigate the relationship between emotional brand attachment and brand loyalty within the context of the chosen markets and brands. Specific objectives, including comparing Nivea and Dove's communication strategies and evaluating the effectiveness of targeting the consumer's actual versus ideal self, are clearly defined. This section provides a structured framework for the subsequent research.
3. Literature Review: This chapter provides a comprehensive review of existing literature relevant to the research topic. It delves into established concepts of brand loyalty, the role of emotions in consumer decision-making, the concept of emotional brand attachment, and the existing literature on the relationship between emotional attachment and brand loyalty. This detailed review establishes the theoretical foundation for the study and provides context for the research questions.
4. Research Methodology: This chapter details the research design and methods employed in the study. It describes the research strategy, process, type (qualitative), and the specific method chosen – the use of focus groups in both the UK and Germany. This chapter lays out the rationale behind the chosen methodology, justifying its appropriateness for answering the research questions and achieving the study's objectives. It ensures transparency and rigor in the research process.
5. Research Results: This chapter presents the findings from both the focus groups (UK and Germany) and the analysis of social media activities on Facebook for Nivea and Dove. It summarizes the key themes and patterns emerging from the data, providing a detailed account of the empirical findings without drawing conclusions at this stage. The chapter presents the data gathered through the primary research methods, forming the empirical basis for the subsequent discussion and conclusions.
6. Research Discussion: This chapter will interpret the findings presented in Chapter 5 and relate them back to the literature review and research objectives. It will analyze the results, discussing the implications of the findings in relation to the key research questions. This will involve exploring the successes and challenges faced by each brand, and examining the different ways they establish emotional connections with their consumers.
Keywords
Emotional branding, brand loyalty, skincare market, Nivea, Dove, consumer behavior, focus groups, qualitative research, UK market, German market, emotional attachment, brand communication strategies, actual self, ideal self.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main topic of this research?
This research investigates the impact of emotional branding on brand loyalty within the skincare market, specifically comparing the UK and German markets using Nivea and Dove as case studies. The study aims to understand the branding strategies employed by these companies and identify factors influencing brand loyalty, including cross-cultural differences.
What are the key research objectives?
The research aims to understand the effect of emotional branding on brand loyalty; compare Nivea and Dove's branding strategies; evaluate the effectiveness of targeting the consumer's actual versus ideal self; identify moderating factors influencing brand loyalty; and explore cross-cultural differences in consumer responses to emotional branding.
What methodology was used in this research?
The research employed a qualitative research strategy using focus groups in both the UK and Germany. Social media analysis of Facebook activities for Nivea and Dove was also conducted.
What is covered in the Literature Review chapter?
The Literature Review comprehensively examines existing literature on brand loyalty, the role of emotions in consumer decision-making, emotional brand attachment, and the relationship between emotional attachment and brand loyalty. It provides the theoretical foundation for the study.
What are the key findings discussed in the Research Results chapter?
The Research Results chapter presents findings from both the UK and German focus groups, as well as from the analysis of Nivea and Dove's Facebook social media activities. Key themes and patterns emerging from the data are summarized.
How are the results discussed and interpreted?
The Research Discussion chapter interprets the findings, relating them back to the literature review and research objectives. It analyzes the results, discussing the implications and exploring the successes and challenges faced by each brand in establishing emotional connections with consumers.
What brands are used as case studies?
The research uses Nivea and Dove as case studies to compare their branding strategies and their impact on consumer loyalty in the UK and German skincare markets.
What are the key themes explored in the research?
Key themes include emotional branding's effect on brand loyalty; comparative analysis of Nivea and Dove's branding strategies; the role of targeting actual vs. ideal self; moderating factors influencing brand loyalty; and cross-cultural differences in consumer responses to emotional branding.
What markets are compared in the study?
The study compares the UK and German markets to analyze differences in consumer responses to emotional branding strategies.
What are the key words associated with this research?
Key words include: Emotional branding, brand loyalty, skincare market, Nivea, Dove, consumer behavior, focus groups, qualitative research, UK market, German market, emotional attachment, brand communication strategies, actual self, ideal self.
- Quote paper
- Jennifer Sonntag (Author), 2012, The impact of emotional branding on brand loyalty in the skin care market, Munich, GRIN Verlag, https://www.grin.com/document/337830
