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The Power of Belonging: Emotional Br...

Vasudevan, Srinithi,

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The Power of Belonging: Emotional Branding and Community in the Case of MINI /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Power of Belonging: Emotional Branding and Community in the Case of MINI // Srinithi Vasudevan.
作者:	Vasudevan, Srinithi,
面頁冊數:	1 electronic resource (32 pages)
附註:	Source: Masters Abstracts International, Volume: 86-12.
Contained By:	Masters Abstracts International86-12.
標題:	Behavioral sciences. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=32039129
ISBN:	9798280700109

The Power of Belonging: Emotional Branding and Community in the Case of MINI /
Vasudevan, Srinithi,

The Power of Belonging: Emotional Branding and Community in the Case of MINI /Srinithi Vasudevan. - 1 electronic resource (32 pages)

Source: Masters Abstracts International, Volume: 86-12.

This thesis investigates the psychological and strategic foundations of emotional marketing through a case study of the MINI brand. Grounded in theories of consumer behavior, social identity, and brand attachment, the research explores how emotional connection rather than functional utility drives consumer loyalty and brand advocacy. Through interviews, community engagement, and brand analysis, this study identifies key mechanisms MINI uses to cultivate emotional resonance, including personalization, storytelling, and experiential marketing. These insights were applied to the development of the MINI Route Generator, an interactive digital tool designed to transform everyday drives into sharable, mood-based experiences. The project offers a framework for how brands can design tools that deepen user connection and foster organic, community-led marketing.

English

ISBN: 9798280700109Subjects--Topical Terms:

529833
Behavioral sciences.
Subjects--Index Terms:

Automotive

The Power of Belonging: Emotional Branding and Community in the Case of MINI /
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520 $a This thesis investigates the psychological and strategic foundations of emotional marketing through a case study of the MINI brand. Grounded in theories of consumer behavior, social identity, and brand attachment, the research explores how emotional connection rather than functional utility drives consumer loyalty and brand advocacy. Through interviews, community engagement, and brand analysis, this study identifies key mechanisms MINI uses to cultivate emotional resonance, including personalization, storytelling, and experiential marketing. These insights were applied to the development of the MINI Route Generator, an interactive digital tool designed to transform everyday drives into sharable, mood-based experiences. The project offers a framework for how brands can design tools that deepen user connection and foster organic, community-led marketing.
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653 $a Interactive digital tool
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