The main question research :
What influence does emotional branding have on consumer’s behavior?
Thus, we can say that the main objective of this work is to measure the influence of
emotional branding on consumer behavior.
What is the Influence of Emotional Branding on Marketing,
From this central question follows the following sub-questions:
1-How is the Activia product brand perceived by consumers?
2- On which consumer behavior variables does the Activia brand have such influence?
3- What is the impact of Activia's brand image on the purchase decision of
consumers?
To answer the questions we have formulated the following hypotheses:
- Consumers perceive the Activia product as
being a product beneficial to health, which facilitates the intestinal transit. - The Activia brand has a direct influence on attitudes and perception of
consumers. - Consumer decision is greatly influenced by the brand image
Activia.
The objective of the research:
our research work aims are to put forward the importance of branding and its impact on
consumer behavior and to determine the factors that play a favorable or unfavorable role in
the decision purchase.
To answer the main issue and the questions that arise from it in order to confirm or invalidate
our hypotheses, we have divided our work into two parts:
A first part which presents the theoretical part, divided in two (02) chapters:
The first chapter is to study some concepts related to the brand and the brand image.
The second chapter, which deals with the behavior of the consumer.
A second part which is reserved for the practical case. We have devoted a chapter on the
impact of the brand image on the behavior of consumers.
And finally, the conclusion of this research work resumes the main lines of this research.
BOOK ON CONSUMER’S BEHAVIOR :
https://books.google.hu/books?id=fk1rTxRYtY0C&pg=PA399&lpg=PA399&dq=thesis+:+the+
impact+of+Activia+brand++on+consumer%E2%80%99s+behavior.&source=bl&ots=lGSlbU
NE3y&sig=ACfU3U0UCtAj4llNO9a58D2f8e81EiB4GA&hl=fr&sa=X&ved=2ahUKEwjI66eTw_
vgAhXTAxAIHY5pDjUQ6AEwC3oECAMQAQ#v=onepage&q&f=false
I regrouped somes questions of my survey just in case to check if it goes with all the
researches you will get from:
THE TOTAL ANSWER WHICH IS REQUIRED IS 100 ANSWERS :
The topic of the degree thesis is : Emotional branding , but the title of thesis should not
be the same as the topic , in this case I detailed it as : emotional branding online
example of a table of contents form:
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The thesis (including
the
main body, appendices, the abstract, the table of contents, the bibliography, footnotes and
endnotes) must be prepared with a computer word processor according to the following
specifications:
• font: black, Times New Roman;
• font size: 12;
• line spacing: 1.5;
• alignment: justified;
• margins: 3 cm on the left, 2.5 cm each on the right, bottom and top.
The length of the main body (without the abstract, the table of contents, the bibliography,
footnotes, endnotes, figures, tables, illustrations and appendices) is as follows:
for students in bachelor's programmes, at least 36 pages and 70,000 characters (with
spaces), 60 pages at most;
The information above must also be included on the title page of the thesis along with the
name of the institution (“Budapest Metropolitan University”), the precise title of the thesis, the
name of the thesis adviser, the name of the programme and the level of training (higher
educational vocational training programme, i.e. HEVT, BA, MA, postgraduate specialist
training programme, i.e. PST) and the training site (Budapest/Hódmezővásárhely) The
obligatory format of the front cover is described in Supplement 2a.
Academic literature is defined as all texts published in a monograph, collection of essays
and papers or a journal that process the given topic using relevant qualitative, quantitative or
interpretive methods and that are reviewed by the publisher or a group of peer experts, for
example specialist books, scientific periodicals or journals and articles in such publications.
Other sources include newspapers, magazines, lexicons, encyclopaedias, laws, internet
sources, analyses, interviews, internal company publications, statistics, etc.
V. Plagiarism
To avoid plagiarism, students must use footnotes to identify the sources of facts and data
not comprising common knowledge and the ideas of and citations from other persons as
specified in this Supplement. This rule pertains to all the sources used including research
results, studies, essays, book reviews, websites, audio material, etc. Students must
document all of the sources used for submitted pieces of writing and the bibliographic
information identifying them. Students who fail to do so commit plagiarism and must face the
sanctions specified by the Student Requirement System.
VI. Further Minimum (Acceptance) Requirements for the Thesis
The number of obvious and major spelling mistakes in a thesis cannot be more than ten, and
the number of mistakes in language usage cannot be more than twenty. If the number of
such mistakes exceeds these limits, the thesis is graded as ‘’fail”.
Footnotes are to be marked by numbers in the text. The formatting rule for footnotes is:
Times New Roman, font size 10, single line spacing, justified alignment. The thesis must
have accurate, unambiguous references. “Accuracy” means the clear identification and easy
retrieval of sources, “unambiguity” means that it is clear where a citation begins and where it
ends.
The presentation of a specific author’s thoughts may be done in two ways: word-for-word
quotation and/or paraphrasing.
The topic of the degree thesis is Emotional branding, but the title of the thesis should
not be the same as the topic, in this case, I detailed it as: The impact of branding on
consumer’s behavior.