Emotional Marketing Strategy and Consumer Brand Perceptions among Customers of East African Breweries Limited in Nairobi City County, Kenya
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Date
2022
Authors
Chebor, Kisa Felix
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
The amount of available information is one of the key issues that customers face that
complicates the decision-making process and leads to the standardization of items that are
similar. East African Breweries Limited also faces the possibility of changing consumer
tastes, thus the corporation relies on knowing what their customers want and need. This study
therefore, sought to investigate the influence of emotional marketing strategy on consumer
brand perceptions among customers of East African breweries limited in Nairobi City
County, Kenya. The study specifically examined the influence of emotional branding,
emotional advertising and emotional intelligence on consumer brand perception. This study
was guided by cognitive theory, brand equity theory and consumer utility theory. This study
employed a descriptive research design. The study unit of analysis was EABL distributors in
Nairobi City County, Kenya and the unit of observation was their registered customers from
each distributor. Respondents were divided into 11 categories of EABL distributors within
Nairobi City County using the stratified sampling technique. Thereafter, these respondents
were selected using simple random sampling. The sample size of the study was 355
respondents. The study used primary data that was collected using questionnaires.
Questionnaires were piloted to 36 respondents who were obtained from the same organization
and were not included in the final study. To achieve construct validity, the researcher ensured
that the indicators and measurements under each variable were carefully developed based on
relevant existing knowledge and also ensured that the questionnaire included only relevant
questions that measure the variables studied. Content validity was evaluated to ensure that the
questionnaires covered all relevant parts of the subject it was intended to measure and also on
the basis of their relevance and representation to the content domain. Reliability was
measured using Cronbach’s alpha test and an alpha value of 0.774 was obtained which
indicated a good reliability of the questionnaires. Descriptive statistical analysis such as mean
and standard deviation were used as well as multiple regression to establish how variables
influence one another. Emotional branding, emotional advertising and emotional intelligence
were found to have a positive and significant influence on consumer brand perception in East
African Breweries Limited, Kenya. The study concludes that emotional branding has enabled
the organization to create, design and execute a branding strategy, based on its customer’s
specific positive emotions. Emotional advertising can be extremely effective when done right
because using attraction marketing and story branding ensures the audience will emotionally
connect with the organization’s brand. Emotional intelligence enables the organization to
understand customers’ moods, behaviors and impulses and control them to match a particular
situation. The study recommends that the organization should identify its audience's
emotional triggers by identifying what its target audience is most likely to be excited about
and then incorporate that into each point in the sales funnel. The organization should make its
customers feel happy so as to develop a brand association, share the brand’s content and
share that happiness with their friends and family. The organization should drive traffic to
its website and learn to work out how to get its brand in front of them at the right time.
The organization should also use emotional intelligence to strengthen its marketing
automation through nurturing prospects with highly personalized, useful content that helps
convert prospects to delighted customers.
Description
A Research Project Submitted to the School of Business, Economics and Tourism in Partial Fulfilment of the Requirement for the Award of the Degree of Master of Business Administration (Marketing Option) of Kenyatta, 2022
Keywords
Emotional Marketing Strategy, Consumer Brand Perceptions, Customers of East African Breweries Limited, Nairobi City County, Kenya