How emotional branding strategies are perceived by consumers and increase their brand love? Djerf Avenue Case Study

Detalhes bibliográficos
Autor(a) principal: Costa, Matilde Pereira Mendes Baptista da
Data de Publicação: 2024
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/164781
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
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spelling How emotional branding strategies are perceived by consumers and increase their brand love? Djerf Avenue Case StudyBrand LoveConsumer PerceptionEmotional BrandingDjerf AvenueMatilda DjerfSocial Media MarketingDigital MarketingInclusivitySustainabilityCommunityCustomer-Brand RelationshipSDG 8 - Decent work and economic growthSDG 12 - Responsible production and consumptionDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThis thesis investigates how emotional branding strategies are perceived by consumers and their crucial role in fostering brand love. The study centers on the fashion brand, Djerf Avenue, celebrated for its successful emotional branding. The study employs a combination of customer interviews and netnography to investigate the effectiveness of these strategies and their impact on overall consumer behavior. The findings underscore the vital role of emotional branding in shaping consumer perceptions and fostering brand love. Djerf Avenue's success lies in aligning with consumer values, emphasizing authenticity and community, and contributing to a deep and lasting connection between customer-brand. The analysis reveals that Djerf Avenue has successfully cultivated a strong emotional connection with its audience by emphasizing inclusivity, sustainability, authenticity, communitybuilding, quality, ethical production, social media exposure, authenticity, and the influential role of the founder, Matilda Djerf. In conclusion, this research contributes valuable insights into how emotional branding strategies can establish profound and lasting connections between brands and consumers. By applying these insights, brands can enhance their emotional branding efforts, shape strong consumer perceptions, and cultivate brand love. The study contributes valuable insights for both academic and practical applications, offering a nuanced understanding of emotional branding, consumer perception, and brand love. At the end of the study, future research directions are also provided.Dalmoro, MarlonRUNCosta, Matilde Pereira Mendes Baptista da2024-03-12T18:30:35Z2024-02-012024-02-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/164781TID:203544293enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-05-22T18:19:23Zoai:run.unl.pt:10362/164781Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-05-22T18:19:23Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv How emotional branding strategies are perceived by consumers and increase their brand love? Djerf Avenue Case Study
title How emotional branding strategies are perceived by consumers and increase their brand love? Djerf Avenue Case Study
spellingShingle How emotional branding strategies are perceived by consumers and increase their brand love? Djerf Avenue Case Study
Costa, Matilde Pereira Mendes Baptista da
Brand Love
Consumer Perception
Emotional Branding
Djerf Avenue
Matilda Djerf
Social Media Marketing
Digital Marketing
Inclusivity
Sustainability
Community
Customer-Brand Relationship
SDG 8 - Decent work and economic growth
SDG 12 - Responsible production and consumption
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short How emotional branding strategies are perceived by consumers and increase their brand love? Djerf Avenue Case Study
title_full How emotional branding strategies are perceived by consumers and increase their brand love? Djerf Avenue Case Study
title_fullStr How emotional branding strategies are perceived by consumers and increase their brand love? Djerf Avenue Case Study
title_full_unstemmed How emotional branding strategies are perceived by consumers and increase their brand love? Djerf Avenue Case Study
title_sort How emotional branding strategies are perceived by consumers and increase their brand love? Djerf Avenue Case Study
author Costa, Matilde Pereira Mendes Baptista da
author_facet Costa, Matilde Pereira Mendes Baptista da
author_role author
dc.contributor.none.fl_str_mv Dalmoro, Marlon
RUN
dc.contributor.author.fl_str_mv Costa, Matilde Pereira Mendes Baptista da
dc.subject.por.fl_str_mv Brand Love
Consumer Perception
Emotional Branding
Djerf Avenue
Matilda Djerf
Social Media Marketing
Digital Marketing
Inclusivity
Sustainability
Community
Customer-Brand Relationship
SDG 8 - Decent work and economic growth
SDG 12 - Responsible production and consumption
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Brand Love
Consumer Perception
Emotional Branding
Djerf Avenue
Matilda Djerf
Social Media Marketing
Digital Marketing
Inclusivity
Sustainability
Community
Customer-Brand Relationship
SDG 8 - Decent work and economic growth
SDG 12 - Responsible production and consumption
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
publishDate 2024
dc.date.none.fl_str_mv 2024-03-12T18:30:35Z
2024-02-01
2024-02-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/164781
TID:203544293
url http://hdl.handle.net/10362/164781
identifier_str_mv TID:203544293
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv mluisa.alvim@gmail.com
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