How correlated is emotional branding with consumer´s brand choice? The case of Heineken

Abstract

Marketing is one of the areas that the company feels they need to have a competitive advantage to have an upper hand against their competitors. Marketers have long search for the perfect strategy, the perfect approach. The value of products is divided into two; Utilitarian value and or Hedonic value (Babin et al., 1994; Jones et al., 2006; Overby & Lee, 2006). Beer is a product with hedonic value and is considered in Colombia a Premium product due to its price compared to the market. In this thesis, I will focus on proving the correlation of Emotional branding (the approach I believe is more suited for products with hedonic value) and the Brand choice