The Impact of Brand Emotionality on Customer Behaviour in Face Care Category

Globalization and the rapid development of technology have completely changed the market of fast moving consumer goods (FMCG). Any benefits based on the functional characteristics of the product can be instantly copied by competitors. In such a business environment, long-term relationships between the brand and the consumer at the emotional level are becoming increasingly important. This paper is devoted to the study of the influence of brand emotionality on consumer behavior in face care. Category that is one of the most promising and rapidly growing categories of the cosmetic market segment. In the theoretical part of the study, various approaches to the definition of brand emotionality and the methods used in its study were considered, a review of the cosmetic market and the segment of skin care was made, and the features of consumer behavior in this category were revealed. Practical part of the work is a qualitative study using online focus groups and indirect methods. We revealed changes in the perception of the brand and intention to purchase the brand due to the change of brand positioning in the direction of emotional territories that are close to the target audience changes using the case of brand N. In addition, in this thesis we developed recommendations that have significant opportunities for use not only by companies seeking to achieve high results through emotional branding, but also for researchers interested in approaches to the study of the emotionality of brands.