TY  - THES
U1  - Bachelor Thesis
A1  - Raimann, Laura Maria
T1  - The role of positive emotions in B2B marketing communications. Case: ZAHORANSKY AG
N2  - It is generally recognized that emotions aroused in individuals through marketing communications have an influence on their buying decisions in the B2C context. However, it is often disregarded that individuals are also decision-makers in organizations. Therefore, in the B2B context, emotional stimuli in marketing communications may influence their organizational buying decisions as well. In this paper, we examine the extent to which marketers in the mechanical engineering industry can influence their customers by positive emotional stimuli. Practical recommendations are given for the marketing communication of the newly launched production line CUBE by ZAHORANSKY AG, one of the worldwide leading organizations in the industry for brushmaking machinery.
KW  - Mechanical engineering industry
KW  - Emotions
KW  - Buying decisions
Y2  - 2021
SP  - 105
S1  - 105
ER  -