000			02137nam a22001697a 4500
003			URS
005			20250721102347.0
008			250721b |||||||| |||| 00| 0 eng d
100			_aBawasanta, Schaniel Brent E.
245			_aEmotional Branding Employed by the Learning Fast Food Chain in the Philippines _bSchaniel Brent E. Bawasanta, Alexa Mae M. Rabuyong, Justine Ann D. Ramos
260			_c2025
300			_axv, 112
502			_aThesis _bBachelor of Science in Business Administration Major in Marketing Management _cURS Binangonan _d2025
520			_aThis 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.
700			_aJonas D. Ynares _eAdviser
942			_2lcc _cT
999			_c83696 _d83695