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The role of positive emotions in B2B marketing communications. Case: ZAHORANSKY AG

  • 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.

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Author:Laura Maria Raimann
Advisor:Kai-Markus Müller
Document Type:Bachelor Thesis
Year of Completion:2021
Granting Institution:Hochschule Furtwangen
Release Date:2021/04/07
Tag:Buying decisions; Emotions; Mechanical engineering industry
Page Number:105
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt