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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Olga Gutnikova
Identification of Factors Affecting Millennial's Purchase Behaviour in Make-up Industry
Marketing
(Master’s programme)
9
2017
Emotional branding is a fairly new trend in marketing. Serious competition pushes companies to establish contacts with customers at an emotional level for further long-term mutual cooperation. Among marketing practitioners, emotional branding is presented as a central component of market differentiation and a sustainable competitive advantage. At the same time, now the attention of the whole business community, and especially from the marketing side, is drawn to the prospective consumer segment - millennials. However, since the ultimate goal of any company is still profit making, it is important to understand how emotional branding affects millennials’ buying behavior. Such complex research is not available, therefore the present work is aimed at revealing the factors of emotional branding that influence the buying behavior of millennials.

This work is devoted to identifying, classifying and studying the factors of emotional branding affecting the buying behavior of millennials in the make-up industry.

During the research, factors of emotional branding were identified, then research model was built, tested and adjusted. The results show that, in fact, emotional branding factors have a positive impact on factors of buying behavior, such as the intention to make a second purchase and the actual re-purchase. Also, those factors that have the greatest impact were identified. So, the most important factors influencing the buying behavior were factors such as trust to the brand, feelings and emotions; trust to the company; brand image, country of origin and sensory experience.

Key words: emotional branding, emotional branding factors, millennials, make-up, purchasing behavior

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