Thesis Bachelor of Science in Business Administration Major in Marketing Management URS Binangonan 2025

This Study looked at how emotional branding is employed by leading fast-food chains in the Philippines. It investigated how Jollibee and Mcdonalds cultivate strong customer loyalty and build lasting brand relationships in a highly competitive market and what different emotional appeals impact the brand perception and purchase decisions of third year marketing students of University of Rizal System, Binangonan campus and Tanay campus.
The study used The Hierarchy of Effects Model by Robert J. Lavidge and Gary A. Steiner explains how consumers move from awareness to purchase through cognitive, affective, and conative stages. Emotional branding plays a crucial role, particularly in the Affective stage, where brands foster strong emotional connections through storytelling, values, and sensory appeal.
The researchers used the descriptive method to determine the interpretation
of the result of the study, utilizing this method will enhance the understanding of the main topic by systematically identifying and analyzing the variables that influence the emotional branding employed by the leading fast food chain in the philippines. The questionnaire checklist is the major instrument used in gathering the data, This method allows the researchers to minimize bias and obtain a broad range of perspectives within the Campuses. The findings of this study allowed researchers to gain valuable insights into how to create more effective marketing campaigns that resonate with consumers and ultimately drive sales.