| dc.description.abstract | It is considered that products value is not the first factor to impact the consumer purchase decision, whereas the key determination of the decision making process is how the customers feel towards a brand and its products. Therefore, it is essential to observe and understand the ways advertising communicates and delivers its products’ images and messages by providing emotional attachments and evoking personal expression from its target customers, in order to exploit the connection between the advertisement and its audiences’ emotional traits and behaviors. Therefore, this research’s purpose is to mainly investigate the influences of Advertising and Marketing campaigns, specifically, Emotional Advertising on how audiences gain Brand Awareness, therefore, modify their purchase decision process in favors of the commercials providing positive evaluations.
From choosing four of the top ten most successful Emotional Advertising commercials during the first three months of 2018 in Vietnam, including these household names: OMO, Knorr, Comfort and Nestle, a survey was conducted corresponding to the conceptual framework with four independent variables: Images (IMA), Emotional Traits (EMA), Symbols (SYM) and Self-Identification (SIDEN). These variables have individual correlations to Brand Recognition (BRECOG) and Brand Recall (BRECAL), as two dimensions of Brand Awareness definition. Finally, the research also studies the direct relationships Brand Awareness on Consumer Purchase Decision making process of the consumers. The results and findings from quantitative approach using SPSS and AMOS programs successfully proved the objectives of the study, enabling the researcher to understand the routine and methodology of consumerism framework in term of psychological and intuitive approach in the sub-conscious of the audiences when being exposed to emotional and personal attachment by television commercials with emotional appeals. At the last stage of the dissertation, there are recommendations and implementations for the future research of the field, as well as an overview structure for the efficient establishment of Emotional Advertising campaigns. | en_US |
