| dc.description.abstract | In modern world, marketer not only use advertising as a tool to boost consuming index of products, but also a productive support for them to communicate with their target customers by transferring their products’ messages. Hence, this is the reason why advertising can be seen as the effective part in any successful advertising campaign. In addition, emotion is a key element that play a significant role in advertising. In practical situation, customer is not usually calculating value added products, they judge by their emotion and have an impression with the products which make them feel. Therefore, adding emotional element into advertising is being the key method which is applied by marketers when the product (MAJUMDAR, 2012). Moreover, the emotional advertising is mainly used in beverage industry while the target consumer in beverage field is young generation, especially generation Y. In this research, the analysis was conducted to classify the impacts of emotional advertising on purchase intention through brand recall and brand recognition under beverage industry among Y generation. Quantitative method was the main approach used, with statistical techniques applied, including EFA, CFA, and SEM analysis. The scope of study was at the business level with the target population of consumers who already watch commercial clips of Coca Cola, Pepsi, Teaplus, Vinasoy, and Mirinda. This study found that in order to achieve purchase intention, manager of marketing department should pay more attention about the effective elements such as image, emotional trait, self-identification, and symbol on the brand recognition in brand awareness. To achieve the purpose of recalling brand value, marketing departments should focus on emotional traits and self-identification elements in emotional advertising campaign. Additionally, brand recognition and brand recall as the definition should be paid more attention and be applied more in emotional marketing to increase the consumer’ buying intention. | en_US |
