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The Impact of Emotional Branding on Consumer Behaviour in Online Fashion-retail

Student: Nikonova Mariya

Supervisor: Elena Panteleeva

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2021

Nowadays, online fashion retail companies are facing significant changes. Due to the fact that at the beginning of 2020 WHO announced a coronavirus pandemic and that the worldwide community decided to introduce quarantine measures all around the world, the focus of consumers shifted towards online services. Thus, there has been a significant increase in popularity of online fashion retail. Many companies that had operated exclusively in offline retail previously decided to develop the online sales segment that led to an oversupply in the market. Moreover, it is not enough for modern customers when the company focuses only at satisfying needs, they are interested in receiving strong positive emotions during the interaction with a fashion retailer's brand. Thus, it became necessary to apply innovative approaches to building relationships with consumers. That is why there is high demand for the concept of emotional branding today. By implementing this strategy companies can influence customer behavior. The main purpose of this paper is to assess this influence. Thus, this research consists of two main parts: qualitative research and quantitative research. The parameters for tracking changes in consumer behavior and the list of emotional branding attributes were determined based on works of both Russian and foreign authors. Qualitative research included in-depth interviews with experts in the field of branding and after the content analysis of these interviews a final list of emotional branding attributes was selected. Quantitative research included the assessment of influence of groups of emotional branding attributes on each of the parameters for tracking changes in consumer behavior. Thus, the influence of groups of emotional branding attributes on the parameters of tracking changes in consumer behavior was assessed. This paper resulted in recommendations to companies operating in the field of online fashion retail. These recommendations included insights in how to influence different parameters of consumer behavior by using various groups of emotional branding attributes.

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