Educational marketing has become an increasingly important area within Higher Education as the competition for students has intensified. Being able to measure and understand the quality of educational services – a key factor in the decision making process for a prospective student – is an incredibly challenging problem as it involves the quantitative measurement of factors such as emotions and affections towards an Institution or programme, which themselves tend to be intangible. The application of total quality management philosophy and methodology in the context of higher education today is fully acknowledged and widely used. These conditions have defined the main task of this research: to develop a methodology for quantitative measurement of the affective quality of educational services for marketing management analysis. In other words offered research investigates how to measure things that have often been considered immeasurable. It was hypothesized that availability of a methodology for quantitative estimation of the affective quality of educational services provides additional important information that ensures an effective decision-making process in the marketing department in higher education institutions. Kansei engineering formalizes such concepts as affections and emotions and highlights their role in the purchase decision-making process. Our KanMar (short for Kansei Marketing) approach is aimed on the implementation of the main Kansei engineering ideas in the context of educational marketing and provides the framework for the quantitative measurement of educational services’ affective quality. KanMar enables the formalization of the affective quality of educational services for its marketing analysis: comparison, prediction, control, etc. The results of such an analysis help to position own services in today’s competitive market more effectively. Data obtained using KanMar methodology enables to find out the stakeholders’ implicit motivations or attitudes. So, for example, data obtained during the conducted survey has indirectly confirmed the students’ orientation to the practical activity. This orientation is typical for the Universities of Applied Sciences and the respondents for this survey have all been students at one of them. KanMar approach also addresses major gaps of existing instruments based on SERVQUAL methodology aimed to measure service quality in education. The hypothesis was tested and partly confirmed using case study that illustrates the application of the KanMar approach.

The aim of this master´s thesis is to analyse the application of emotions in TV advertisement. The theoretical part is focusing on importace of emotions for human and its impact on consumer behavior. The thesis also describes the emotions and its use in marketing communication. Thesis also explains how to built positive association with brand through the emotions, moreover the methods how to measure the emotions. The practical part of the thesis is focusing on content analysis of TV advertisement. The analysis introduces some of the product cathegories. The aim of this analysis is to confirm or reject the hypotesis that given product cathegories use the same emotional appeals. Subsequent research determines, if the emotional appeal is really functional and how the respondents are influenced by TV advertisement.

<p><p>The concept of emotional branding has not received much attention from the academic community. Emotional branding is a powerful and advantageous instrument. It links brand to the customers, makes customers identify themselves with the brand, adapts brand to customers’ way of life, and makes brand more reliable in customers´ eyes. Simply defined, emotional branding is about fulfilment of peoples’ needs.</p><p>This dissertation explores and analyses factors, which explain the concept emotional branding. After having reviewed the literature in the area of branding and emotions, the authors of the dissertation create an explanatory model. This model consists of four factors: Trust, Personality, Lifestyle, and Relationship. Four propositions are formulated in order to test the model. The suggested theory was tested in a laboratory experiment with a Multi-method qualitative study. The conclusion of the research conducted is that emotional branding, indeed, can be explained by four factors; Trust, Lifestyle, Personality, and Relationship.</p></p>

The concept of emotional branding has not received much attention from the academic community. Emotional branding is a powerful and advantageous instrument. It links brand to the customers, makes customers identify themselves with the brand, adapts brand to customers’ way of life, and makes brand more reliable in customers´ eyes. Simply defined, emotional branding is about fulfilment of peoples’ needs. This dissertation explores and analyses factors, which explain the concept emotional branding. After having reviewed the literature in the area of branding and emotions, the authors of the dissertation create an explanatory model. This model consists of four factors: Trust, Personality, Lifestyle, and Relationship. Four propositions are formulated in order to test the model. The suggested theory was tested in a laboratory experiment with a Multi-method qualitative study. The conclusion of the research conducted is that emotional branding, indeed, can be explained by four factors; Trust, Lifestyle, Personality, and Relationship.

Sensory and emotional marketing is a new approach in marketing and represents a wide spectrum of a new reserch in marketing. In my diploma thesis I focus on the part called neuromarketing that in our countries is not very much studied yet. Neuromarketing is a science combining impact of emotions on our rational behaviour. Firstly I look on the topic theoretically followed by realistic attempt on the influence of neuromarketing on customer. Practival part nice reflects awareness about neuromarketing in economy students of selected Universities in ČR, SR and Denmark. It looks on possible influence in decision making process. Is divided into five parts in which I look also on the impact of advertisiment and its use in neuromarketing, as well as on ethics, which will take very important role in the future orientation of neuromarketing.

Young people, born in the 1990s, are pictured by the society as individuals who are connected and who tend to put their physical moments besides. Only a few studies have been carried out to understand how they feel and why they act as they do. The purpose of this study was to understand the consumption behaviour and the characteristics of a new generation: Generation D, in order to reach them efficiently with fairer market alternatives. This research seeks to address the following questions: 1.Who are the people representing Generation D? 2.What is sustainable, what is fair? 3.How should the relationship between the generation and fair-trade brands look like? We found out, with the help of the empirical findings and the analysis, that a company needs to take into account two main characteristics to target this generation. We noticed that social media have a real impact on the people from this generation. This generation grew up with the development of the technological world; the internet is part of their life. We noticed that social media might influence the self-esteem of this individuals, they tend to compare their life to others. However, social media are one of their main channels of communication. We also found out that the individuals who are part of this generation are looking for meaningful actions. They want to be useful and help our society by protecting the environment or social rights. To be able to reach the people from this generation, companies need to use social media to communicate with them and focus on the understanding of the true feelings of these individuals. They need to establish an honest relationship. This thesis might be valuable for companies who want to target young generations and reach them efficiently. They need to understand the true feelings of their target group and rethink marketing strategies to differentiate themselves from the jungle of competitors. Marketers can also use our synthesis of the theoretical framework and apply it to their segment. Lastly, this study helps in raising awareness regarding the effects of using the internet and regarding the expression of oneself.

Background: Social media has changed the way marketers need to act. With 76% of the population visiting social media every day and 47% of users spending more than three hours daily on the medium, advertising on social media has become the new cost-effective and efficient way of reaching target audiences. A great benefit for advertising on social media is that consumers can share your content forward, 60% of social media users were likely to do so. This study aims to investigate the driving factors that make women fashion consumers share content among friends. Purpose: The purpose of this research is to identify the driving factors that make women fashion consumers want to share fashion-related content on social media. By identifying these factors, we aim to provide insightful information that can help fashion marketers to create more effective social media campaigns and to gain a deeper understanding of their target customers. Method: This study uses semi-structured interviews to explore the phenomenon of fashion content sharing on social media through a qualitative research approach. A relativist approach to ontology and interpretivism as the research philosophy has been adopted, acknowledging potential limitations and bias. A sample of 10 female participants who self-identify as active fashion consumers were selected, with open-ended questions used for data collection. The study aims to understand the complex factors influencing consumers' sharing of fashion content on social media, allowing for insights beyond surface-level observations. Conclusion: This study identified key factors driving women's fashion-related content sharing on social media. Influential elements included platform choice (notably Instagram), fashion influencers' credibility, validation needs, informed purchasing, and friends' preferences. Shared content often had unique, current, and entertaining features. Social justice, personal engagement, and trend alignment also motivated sharing.

I denna uppsats undersöks hur kommunikativa marknadsföringsstrategier som utelämnar centrala produkter eller nyckelelement kan användas för att effektivt nå och engagera publiken. Genom att analysera reklamfilmer från Barncancerfonden och Sverige för UNHCR, fokuserar studien på att förstå hur frånvaro av element kan spela en kommunikativ roll och hur detta kan tillämpas i kommersiell marknadsföring. I studien har en multimodal visuell analys använts för att granska hur olika semiotiska resurser såsom bilder, symboler och andra visuella tecken bidrar till att skapa mening när det centrala i budskapet saknas. Studiens syfte är att utforska hur ideella organisationer tillämpar dessa strategier i sina marknadsföringskampanjer och hur det går att applicera i reklam för kommersiella företag. Genom tidigare forskning och teoretiska ramverk som socialsemiotik och visuell retorik, samt en detaljerad metodologisk ansats, ger uppsatsen insikter i hur utelämnande av element kan användas för att framkalla starka emotionella reaktioner och engagemang hos publiken. Detta arbete bidrar med värdefulla perspektiv till det breda fältet av marknadsföringskommunikation, särskilt i hur emotionell marknadsföring kan förstärka budskap och skapa djupare band mellan varumärken och deras målgrupper. / In this thesis, we explore how marketing strategies that omit central products or key elements can be used effectively to reach and engage the audience. By analyzing advertisements from Barncancerfonden and Sverige för UNHCR, the study focuses on understanding how the absence of elements can play a communicative role and how this can be applied in commercial marketing. The study has used a multimodal visual analysis to examine how various semiotic resources such as images, symbols, and other visual signs contribute to creating meaning when the main object is missing.  The purpose of the study is to explore how organizations apply these strategies in their marketing campaigns and how they can be applied in advertising for commercial companies. Through previous research and theoretical frameworks such as social semiotics and visual rhetoric, and a detailed methodological approach, the thesis provides insights into how the omission of elements can be used to evoke strong emotional reactions and engagement from the audience. This work contributes valuable perspectives to the broader field of marketing communication, especially in how emotional marketing can strengthen messages and create deeper bonds between brands and their target groups.

Syfte: Vårt syfte med denna studie är att förstå hur små symbolförändringar påverkar konsumentens uppfattning av den hyperverklighet som marknadsförare försöker framställa på Instagram.   Metod: I denna studie har en kvantitativ undersökning genomförts. Vår empiri har samlats in genom en enkätundersökning och därefter analyserats i statistikprogrammet SPSS. I programmet utfördes en korrelationsanalys, faktoranalys samt en klusteranalys.  Resultat &amp; slutsats: Resultatet visar att små symbolförändringar i en bostadsannons påverkar konsumentens uppfattning av den hyperverklighet som marknadsförare försöker framställa på Instagram. Av symbolerna exteriör, interiör, trendig inredning, naturligt ljus och gröna växter som finns i bostadsannonser är trendig inredning den symbol som har störst påverkan på konsumenternas uppfattning av den hyperverklighet som presenteras. Vår slutsats är att fastighetsmäklare och marknadsförare därför främst bör fokusera på att bostadsannonsen innehåller trendig inredning.  Förslag till fortsatt forskning: Att genomföra denna studie med hjälp av en ögonskanner som mäter vad ögat tittar på i en bostadsannons. Detta skulle ge en djupare förståelse för vilka symboler som ögat dras till.  Uppsatsens bidrag: Bostadsannonser som publiceras av marknadsförare på Instagram är idag väldigt likartade. Vår studie visar att det är de små subtila symbolförändringarna som har en påverkan på konsumentens uppfattning av den hyperverklighet som marknadsförare presenterar. / Aim: Our aim with this study is to understand how small symbolic alterations affect the consumer's perception of the hyperreality that marketers are trying to portray on Instagram.  Method: In this study, a quantitative survey was carried out. Our empirical data were collected through a questionnaire and then analyzed in the statistical program SPSS. The program conducted a correlation analysis, factor analysis and a cluster analysis.  Result &amp; Conclusion: The results show that small symbol alterations in a real estate ad affect consumers' perception of the hyperreality that marketers are trying to portray on Instagram. Of the symbols exterior, interior, trendy decor, natural light and green plants found in real estate ads are trendy decor the symbol that has the greatest impact on consumers' perception of the hyperreality presented. Our conclusion is that real estate agents and marketers, therefore, should primarily focus on residential image contains trendy decor.  Suggestions for further research: To carry out this study, using an eye scanner that measures what the eye is watching in a image that represents a real estate ad. This would provide a deeper understanding of the symbols that appear in a real estate ad that the eye is drawn to.  Contribution of the thesis: Today real estate ads posted by marketers on Instagram is very similar. Our study shows that it´s the small symbolic alterations that have an impact on the consumer's perception of the hyperreality presented.

<p>Marknadsföring utgör inte någon särskiljande effekt idag och konsumenter blir visuellt överstimulerade av alla olika reklambudskap. På grund av detta måste företag numera skapa en djupare och personligare kontakt för att nå ut till sina kunder. Genom att använda sig av emotionella inslag i en produkt gör det att kunden uppfattar produkten mer som en upplevelse istället för enbart dess funktion. Skapandet av en upplevelse sker genom att sätta människans fem sinnen i centrum. Genom att använda sig av flera sinnen kan även ett mervärde skapas, vilket gör att företag inte längre enbart kan koncentrera sig på kärnprodukten. Den tidigare forskningen inom detta ämne är relativt liten, därför fann författarna det intressant att undersöka detta fenomen mer.</p><p>Syftet med denna uppsats ämnar att utifrån ett sändarperspektiv deskriptivt och explorativt undersöka och beskriva hur ett antal valda aktörer arbetar strategiskt och taktiskt med stimulans genom de fem mänskliga sinnena i miljöer och produkter.</p><p>Uppsatsen består av en kombination av en kvalitativ och kvantitativ ansats. Främst har en kvalitativ metod använts genom sex intervjuer med informanter från två museum, två butiker och två produkter. Författarna fann det intressant att koppla ihop en upplevelse av att gå på museum med butiker och produkter där det inte lika uppenbart faller sig naturligt att stimulera sinnena. Den tidigare forskning och litteratur som har varit tillgänglig inom området har samlats in och varit ett underlag för att kunna tolka och analysera resultaten utav den insamlade empirin.</p><p>Slutsatsen av studien visar på att genom involvering av sinnena skapas en upplevelse för kunden som även leder till ett mervärde. De undersökta aktörerna har lyckats stimulera flera sinnen och genom det har deras budskap blivit starkare.</p> / <p>Marketing gives no distinctive effect today and consumers become visually over-stimulated by all the different advertising messages. Due to this, companies must create a deeper and more personal connection to reach their customers. By making use of the emotional elements of a product it makes the customer perceive the product more as an experience instead of just its functioning. Putting the five human senses in focus makes the creation of an experience. By using more than one sense an added value can be created, which means that companies cannot only focus on the core product. The previous research on this subject is rather thin; therefore the authors found it interesting to investigate this phenomenon.</p><p>The purpose of this study, which is based on a sender perspective, is to in a descriptive and exploratory study investigate how a number of selected participants are working strategically and tactically with stimulation through the five human senses in environments and products.</p><p>The study consists of a combination of a qualitative and a quantitative approach. Foremost a qualitative method has been used, six personal interviews with informants from two museums, two stores and two products has been conducted. The authors found it interesting to combine the experience of visiting a museum with stores and products, where it is less obvious to naturally stimulate the senses. Previous research has been collected as a basis for interpreting and analyzing the results out of the collected empirical data.</p><p>The conclusion of this study is that by involving the senses an experience is created for the customer, which leads to an added value. The participants in this study have managed to stimulate several senses and through that their message has become stronger.</p>