Using brand characters online to build an emotional connection with consumers and brand loyalty beyond immediate product consumption (eBook, PDF)

Learnings from the success of the M&Ms characters

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Project Report from the year 2016 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 5.50, Anglia Ruskin University, language: English, abstract: The research addresses the question of how the usage of brand characters online builds an emotional connection with consumers and brand loyalty beyond immediate product consumption, which will be analyzed through the learnings from the success of the M&M's characters. This will be achieved through extensive research using both quantitative and qualitative methods and analysis. As an initial step, a top-line...

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