Using brand characters online to build an emotional connection with consumers and brand loyalty beyond immediate product consumption

Learnings from the success of the M&Ms characters

Travail de Projet (scientifique-pratique) , 2016 , 24 Pages , Note: 5.50

Médias / Communication - Relations publiques, Publicité, Marketing, Médias sociaux

The research addresses the question of how the usage of brand characters online builds an emotional connection with consumers and brand loyalty beyond immediate product consumption, which will be analyzed through the learnings from the success of the M&M’s characters. This will be achieved through extensive research using both quantitative and qualitative methods and analysis. As an initial step, a top-line literature review has been done, with a specific end goal to pick up knowledge about the hypotheses behind the phenomenon of using brand characters online to build brand loyalty.

This research requires the procurement of applicable information with respect to the importance and effect of using brand characters online.

This project underlines the multifaceted nature of the construct of brand loyalty and the need for an emotional connection towards a brand keeping in mind the end goal to be brand loyal. Then, consequently, the dissertation will take brand loyalty as a general behavioral approach, and identify with the emotional connection specified above in the construct of brand connection. Thusly, it will recognize both approaches by demonstrating the difference between them being the time for which the customer will keep up a tight relationship with a brand. It will argue that brand character usage online supports the prolongation of the time a customer is attached to a brand, due to the higher emotional connection which builds brand commitment.

Table of Contents

Introduction

Literature review-Gap Identification (12 to 20 articles)

Research problem
Research objectives
Research questions

Methodology Description and Justification

Draft of Data collection Questioning Routes

Questionnaire design

In-depth interview questions design

A timetable of the Dissertation’s Completion Plan

Reference list

• Université: Anglia Ruskin University
• Note: 5.50
• Auteur: Silviya Stamenova (Auteur)
• Année de publication: 2016
• Pages: 24
• N° de catalogue: V437341
• ISBN (ebook): 9783668798175
• ISBN (Livre): 9783668798182
• Langue: anglais
• mots-clé: brand characters, emotional connection, brand loyalty, consumers, immediate product consumption, success, learning, M&Ms characters