Emotional connectivity in branded entertainment and the gender divide.

• Main Authors: Chee, Shona Ee Lin., Phang, Zhi Yuan., Low, Reuben Kok Cherng.
• Other Authors: Ng Sok Ling, Sharon
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/48346
• Institution: Nanyang Technological University

The increasing inundation of the media space with consumer messages necessitates a strong, intangible emotional link with consumers in order for brands to break through the clutter. This study examines the relationship between branded entertainment and emotional connectivity while exploring the effe...