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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 /

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Power of Belonging: Emotional Branding and Community in the Case of MINI // Srinithi Vasudevan.
Author:	Vasudevan, Srinithi,
Description:	1 electronic resource (32 pages)
Notes:	Source: Masters Abstracts International, Volume: 86-12.
Contained By:	Masters Abstracts International86-12.
Subject:	Behavioral sciences. -
Online resource:	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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245 1 0 $a The Power of Belonging: Emotional Branding and Community in the Case of MINI / $c Srinithi Vasudevan.
264 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2025
300 $a 1 electronic resource (32 pages)
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337 $a computer $b c $2 rdamedia
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500 $a Source: Masters Abstracts International, Volume: 86-12.
500 $a Advisors: Nathanson, Alex.
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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.
546 $a English
590 $a School code: 1988
650 4 $a Behavioral sciences. $3 529833
650 4 $a Design. $3 518875
653 $a Automotive
653 $a Emotional marketing
653 $a MINI brand
653 $a Interactive digital tool
690 $a 0602
690 $a 0389
690 $a 0338
710 2 $a New York University Tandon School of Engineering. $b Technology, Culture & Society. $e degree granting institution. $3 3815302
720 1 $a Nathanson, Alex $e degree supervisor.
773 0 $t Masters Abstracts International $g 86-12.
790 $a 1988
791 $a M.S.
792 $a 2025
856 4 0 $u https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=32039129