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Emotional Branding in the Business-to-Business Sector - Two Empirical Case Study Analyses of Audio Branding and Influencer Marketing

  • „We are not thinking machines that feel, we are feeling machines that think.” (A.R. Damasio). This quote from famous neuroscientist Antonio R. Damasio illustrates the significant role emotions play in human perception, behavior and decision making. Marketers in Business-to-Consumer and Business-to-Business sectors increasingly realize that establishing an emotional connection with the company’s or brand’s target group is crucial to aid differentiation, competitiveness and awareness. Especially in highly competitive environments it is important to find ways to connect more closely with the target groups. KLS Martin Group, a medical technology company based in Tuttlingen, Germany, strives to strengthen its brand awareness through Audio Branding and Influencer Marketing and thereby adding an emotional value to the brand. Hence, this bachelor thesis investigates how these two concepts can contribute to this ambition. An empirical qualitative study has been conducted with eight cases to examine the concept of Audio Branding and nine cases regarding the topic of Influencer Marketing as tools to emotionalize the brand and to find out how they can support awareness-raising endeavors. This thesis reveals and illustrates frameworks, emphasizing the dimensions of acceptance, identifiability, continuity and adaptability for Audio Branding and the 4-C framework including the elements credibility, content communication, closeness and control. Further, practical approaches regarding the implementation of Audio Branding and Influencer Marketing in the context of emotions at KLS Martin Group are expounded.

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Author:Tabea Sauter
Advisor:Bert Martin Ohnemüller
Document Type:Bachelor Thesis
Year of Completion:2020
Granting Institution:Hochschule Furtwangen
Release Date:2020/03/12
Tag:Audio branding; Emotional branding; Influencer marketing
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt