INFLUENCE OF EMOTIONAL BRANDING ON CONSUMER BRAND PERCEPTION IN EAST AFRICAN BREWERIES LIMITED, KENYA

Abstract

The main challenges that consumers face are the abundance of available information, which
makes decision making much more complex, and the standardization of products that tend to be
identical. Furthermore, one of the main challenges that consumers face is the abundance of
available information, which makes the decision-making process much more complex, as well as
the standardization of products that tend to be identical. Therefore, this study sought to
investigate the influence of emotional branding on consumer brand perception in East African
Breweries Limited, Kenya. A descriptive research design was used in this study. The study unit
of analysis was EABL distributors in Nairobi City County, Kenya, and the unit of observation
was each distributor’s registered customers. Using the stratified sampling technique, respondents
were divided into 11 categories of EABL distributors within Nairobi City County. Following
that, these respondents were chosen using a simple random sampling method. The study's sample
size was 355 respondents. The study relied on primary data gathered through the use of
questionnaires. To determine how variables influence one another, descriptive statistical analysis
such as mean and standard deviation were used, as well as multiple regressions. Emotional
branding, was found to have a positive and significant influence on consumer brand perception
in East African Breweries Limited, Kenya. The study concludes that emotional branding enabled
the organization to develop, design and implement a branding strategy based on the specific
positive emotions of its customers. The study recommended that the organization should identify
its audience's emotional triggers by determining what its target audience is most likely to be
excited about, and then incorporate that into each point of the sales funnel.