Emotional marketing and its economic impact in premium and mass-market coffee brands

Vatulik Réka (2025) Emotional marketing and its economic impact in premium and mass-market coffee brands. Külkereskedelmi Kar.

	PDF EMOTIONAL MARKETING AND ITS ECONOMIC IMPACT IN PREMIUM AND MASS-MARKET COFFEE BRANDS.pdf Hozzáférés joga: Csak nyilvántartásba vett egyetemi IP címekről nyitható meg Download (1MB)
	PDF Thesis review- Koczka Viktória.pdf Hozzáférés joga: Bizalmas dokumentum (bírálat) Download (221kB)
	PDF Vatulik Réka-belso-biralo-alapkepzes.pdf Hozzáférés joga: Bizalmas dokumentum (bírálat) Download (126kB)

Absztrakt (kivonat)

This thesis analyzes the economic aspects of two leading coffee companies -Starbucks and McCafé- and examines emotional marketing and its psychological effects on consumer behavior. First, I analyze both companies from economic viewpoints, and then conduct a comparative analysis to assess the effectiveness of their marketing strategy. Later, by comparing Starbucks and McCafé, I explore how premium and mass-market brands distinguish themselves in today’s marketplace and engage with their specific target audiences using different emotional marketing strategies. The study focuses on the tools these companies employ to create strong connections with consumers and influence their purchasing decisions through psychological means. I have chosen this topic out of a strong interest in the operation of coffee companies. As leading players in the global coffee market, they provide excellent examples of how emotional marketing can impact not only consumer behavior but also company performance. From pricing strategies and brand positioning to revenue growth and market share, both companies show how emotional connections can lead to economic success. Understanding these economic implications offers insights into the profitability of emotional marketing strategies and their effectiveness in sustaining competitive advantage. I’m interested in various aspects of marketing, especially in the psychological elements. The use of human emotions to impact consumer choices is both impressive and complex, that makes me want to delve deeper in the topic. This case is highly relevant in today's consumer society, which is characterized by an overwhelming number of choices and heightened emotional influence from external factors. The significance of prestige, belonging and self-expression has grown, as has the importance of brand awareness. In an environment where numerous brands vie for attention, companies must increasingly stand out and attract potential customers. Furthermore, in our digital age appealing to emotions has become more accessible, especially as individuals often experience loneliness and seek community. The role of identity and self-expression is crucial, brands frequently serve as the tool of personal expression, amplified by social media. This research holds personal significance, as I currently work in a marketing company and have a keen interest in the operations of coffee shops. In my study, I employ a qualitative research with focus group experiments. I also examine companies through a secondary research from economic perspectives, utilizing official reports and internet data to analyze their economic performance in the last years. I also investigate marketing campaigns and social media strategies on online platforms and in written literature, examining their impact on company profitability. Ultimately, I expect this research to provide a deeper understanding of the operation of the coffee companies. I aim to investigate the economic implications of emotional marketing on buying choices and the profitability of the company. Additionally, I anticipate devising the effectiveness of emotional marketing in the current consumer landscape. I am particularly curious about how Starbucks and McCafé use emotional marketing to align with their brand identities—Starbucks focuses on premium experiences and McCafé on affordability and convenience. Moreover, I look forward to identifying the emotional triggers, such as belonging and aspiration, highlighted in each brand’s marketing efforts. In addition, I intend to uncover insights from a consumer perspective regarding the subconscious influences that shape their choices and brand loyalty.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Nemzetközi Gazdaságtan Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	branding, Emotional Marketing, érzelmi marketing, fogyasztói magatartás, gazdasági hatásvizsgálat, kávé
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Okt. 27. 14:29
Utolsó módosítás:	2025. Okt. 27. 14:29

Actions (login required)

Tétel nézet