De La Salle University

Ramon V. del Rosario

College of Business

In Partial Fulfillment of the

Course Requirements for
Market and Qualitative Research for
Entrepreneurs
Reaction Paper on
PROMOTING A BRAND GRATITUDE THROUGH UNIQUE EMOTIONAL
CONNECTION: A QUALITATIVE STUDY
Submitted by:
PALILEO, Jose Mari Luis Tagle

Submitted to:
Mr. David Salazar José

Submitted on:
September 30, 2023
Promoting A Brand Gratitude Through Unique Emotional Connection: A Qualitative Study
Palileo, Jose Mari Luis T.

Introduction

The study at hand delves into a crucial concern modern organizations face - the necessity to
sustain relevance and establish profound connections with consumers. It emphasizes that beyond
conventional methods, cultivating emotional bonds plays a pivotal role in nurturing brand
gratitude. The research's primary objective is to construct a conceptual framework through the
identification of key components and the establishment of their interrelations, ultimately
facilitating the development of brand gratitude.

Related Literature
The literature surrounding the study underscores the dynamic nature of contemporary
consumer-brand relationships. With an increasingly discerning and fluid consumer base, the
imperative to establish genuine emotional connections is more pronounced. Research in this area
echoes the significance of moving beyond transactional exchanges and fostering genuine
sentiments, thereby instilling a sense of gratitude towards the brand.

Methodology
The chosen methodology, a qualitative study involving three focus group discussions with
industry experts, demonstrates a thoughtful and strategic approach. By engaging with seasoned
professionals, the research ensures a comprehensive understanding of the nuanced elements
contributing to a robust emotional connection between the brand and its customers. This
methodological choice not only lends credibility to the findings but also provides a depth of
insight into the study's practical implications.

Findings

The study's identification of distinct brand elements and their varying impact on the
consumer-brand emotional connection is a commendable achievement. The subsequent
integration of these components into the "Unique Emotional Connection" (UEC) model is a
noteworthy contribution. The UEC model, as outlined in the study, not only offers a structured
approach but also promises a prolonged and heightened association between the brand and its
clientele through the cultivation of brand gratitude.
Conclusion

In conclusion, the research addresses a significant challenge faced by modern organizations and

offers a unique perspective on brand-consumer dynamics. The UEC model emerges as a

promising tool for marketers looking to forge enduring connections and instill brand gratitude.

This study undeniably adds substantial value to the field of brand management and opens

avenues for further research in this critical domain. As organizations grapple with the

ever-evolving consumer landscape, the insights gleaned from this study provide a timely and

relevant guide toward building lasting brand-consumer relationships.

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