Brand

In: Business and Management

Submitted By fiaz296
Words 21075
Pages 85
FINAL DISSERTATION

Emotional Branding: Investigating the Role of Emotions in Advertising and Branding

SUBMITTED BY
Usama Shahzad BITE ID : 35163

Submitted in partial fulfillment of the requirement for the MBA Innovative Management in collaboration with Coventry University and British Institute of Technology & E-commerce

August 2007
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The intuitive mind is a scared gift and the rational mind is a faithful servant. We have created a society that honors the servant and forgotten the gift. Albert Einstein

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Acknowledgments
First of all, I would like to thank my research supervisor Dr. Gordon Bowen for his support and advice throughout this dissertation. His critical comments always managed to solve arising problems and helped me understand the subject. I would also like to thank the MBA programme co-ordinator Mr. Innayath for his enormous encouragement and inspiration throughout my course. Also I wish to thank all the respondents who participated in the interviews for providing me with valuable information. And finally, I wish to thank my family for their moral support and blessings. Without them none of this would have been possible.

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Table of Contents Table of Figures ..............................................................................................................- 6 Abstract ...........................................................................................................................- 7 Chapter 1.........................................................................................................................- 8 Introduction.....................................................................................................................- 8 1.1 Scope...............................................................................................................- 8 1.2 Why is it Important?…...

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