Analyzing Brand Loyalty and Marketing Strategies

The provided document is an analysis of brand loyalty and marketing strategies, comprising a detailed report on various marketing strategies to enhance brand loyalty, along with relevant research papers and articles. The assignment covers a range of topics, including the mediator-moderator effect of brand relationships, the impact of employees' positive affective displays on customer loyalty intentions, and the effects of psychological ownership and TAM on social media loyalty.

Contents
Title: Brand loyalty and emotional loyalty: A comparative study between Coca Cola and Pepsi Co......3
Chapter 1: Introduction.........................................................................................................................3
Scope of research..................................................................................................................................3
Rationale of research.............................................................................................................................3
Chapter preview....................................................................................................................................4
Chapter 1: Introduction.........................................................................................................................4
Chapter 2: Literature Review.................................................................................................................5
Chapter 3: Research Methodology........................................................................................................5
Chapter 4: Findings, Analysis/Discussion..............................................................................................5
Chapter 5: Conclusions and Recommendations ....................................................................................5
Chapter 2: Literature Review.................................................................................................................6
The concept of emotional loyalty and brand loyalty.............................................................................6
Key factors of emotional loyalty which influence brand loyalty............................................................8
Chapter 3: Research Methodology .....................................................................................................10
1 | P a g e

Research Methodology........................................................................................................................10
Research approach..............................................................................................................................11
Ethical consideration...........................................................................................................................11
Data collection methods .....................................................................................................................12
Chapter 4: Findings, Analysis and Discussion – A case study of Coca Cola and PepsiCo .....................12
The key role of emotional loyalty and brand loyalty in maintaining customer retention in the
beverage industry................................................................................................................................13
Coke and Pepsi- Advertising as part of attaining brand and emotional loyalty ...................................15
Different ways by which Coca Cola and Pepsi Co could enhance brand and emotional loyalty in the
beverage industry ...............................................................................................................................17
Concept of brand loyalty and emotional loyalty..................................................................................21
Key factor of emotional loyalty influences brand loyalty.....................................................................22
Key role emotional loyalty and brand loyalty in maintaining customer sustainability.........................23
Different ways by which emotional loyalty and brand loyalty can be enhanced.................................24
Chapter 5: Conclusion and Recommendations ...................................................................................25
Conclusions..........................................................................................................................................25
Recommendations...............................................................................................................................26
Reflection.............................................................................................................................................27
REFERENCES.........................................................................................................................................27
Books and Journals..............................................................................................................................27
Online..................................................................................................................................................30
2 | P a g e

Title: Brand loyalty and emotional loyalty: A comparative study between Coca Cola and
Pepsi Co
Chapter 1: Introduction
The aim of this dissertation is to analyse the controversial phenomenon, brand loyalty,
which today is a controversial topic as many scholars and marketing specialists have been
defining brand loyalty as the key element for every major business in the world. Due to the
fact that brand loyalty is such a controversial topic, the thesis will also focus on emotional
loyalty and all of its aspects (Bowen and Chen McCain, 2015).
This dissertation will present and define brand loyalty, with an emphasis on emotional
loyalty. Brand loyalty refers to a positive aspect, where individuals shows their loyalty and
dedication towards a single product or services from a single brand or company since very
long. On the other hand, emotional loyalty is both a positive and negative factor which highly
influences the brand loyalty of a company. It is one of the most powerful influencing factors
which highly affects the business performance of the company in competitive marketplace.
Two major companies will be used as an example of how they perceive brand loyalty
and emotional loyalty (Ding and Tseng, 2015). For the current study, investigator has chosen
Coca Cola and PEPSICO. Both of these companies are among the leading companies of
beverages industry. Also, various aspects related to brand loyalty and emotional loyalty are
going to be covered in the present report. The researcher has developed an aim and objectives
for conducting the research in order to attain the desired result
Scope of research
The aim of the research question is to analyse what brand loyalty is for each of the
chosen companies, PEPSI. Co. and COCA COLA and how these companies have established
emotional loyalty in order to keep customers satisfied and loyal. The investigation holds a
huge importance for the beverage industry as this dissertation could also be of interest for
other companies that desire to place themselves better in the market. By learning and
understanding how these companies define brand loyalty and what strategies they use in
order to maintain it, the interested parts in the beverage industry may also learn from the pros
and cons of the above-mentioned companies.
Rationale of research
The main purpose for choosing this research topic is to enhance knowledge by
analysing both PEPSICO and Coca Cola with emphasis on brand loyalty and emotional
loyalty in order to improve their sustainability at market place. The chosen topic is highly
important as with the passing of time, the competition in the beverage industry is increasing
daily. Therefore, with the help of this research, the management of these companies will be
able to discover and learn about different ways by which they can improve their brand loyalty
among customers. As a result, this will aid them in enhancing their sustainability in the
market place. In this regard, valuable aim, objectives and research questions for the current
study have been defined as below
3 | P a g e

Research aim
The aim for the current dissertation is “To analyse the effectiveness of brand loyalty
and emotional loyalty for customers in beverage industry”. A comparative analysis of Coca
Cola and PEPSICO.
Research Objectives
 To understand the concept of brand loyalty and emotional loyalty.
 To identify various key factor of emotional loyalty which influences brand loyalty.
 To evaluate the key role of emotional loyalty and brand loyalty in maintaining
customer retention in the beverage industry.
 To identify different ways by which emotional loyalty and brand loyalty could be
enhanced in the beverage industry.
Research Questions
 What is the concept of brand loyalty and emotional loyalty?
 How various key factor of emotional loyalty influences brand loyalty?
 What is the key role of emotional loyalty and brand loyalty in maintaining customer
retention in the beverage industry?
 What are the different ways by which emotional loyalty and brand loyalty can be
enhanced in the beverage industry?
Chapter preview
Chapter 1: Introduction
The first chapter of this dissertation is an introduction section which includes
information about the overall investigation. The section provides a brief overview to the
reader about the research topic. The section includes information about the topic, rationale
of research, scope of study, research aim and objectives and lastly the research questions
(Hemsley-Brown and Alnawas, 2016). The information offers an overview regarding what
the whole research is about, what are the proposed outcomes expected by the investigator
from the research etc
Chapter 2: Literature Review
The second chapter of this research represents the literature review used on the
formulated research questions. This section provides the answers of each and every research
question developed from the research objectives.
4 | P a g e

With reference to the current investigation, this section provides answers for different
research questions from the point of view of different authors. It can be said that, the main
purpose of the researcher is to discover different articles, books and journals that could
provide valuable information regarding the topic.
This section also criticises the thoughts given by some authors from their different
point of view. As a result, by going through this section readers can easily develop their
knowledge over different theories and their meaning seen from various perspectives of
different authors.
Chapter 3: Research Methodology
After the Literature Review section, the next chapter describes the research
methodological section which includes different tools and techniques through which the
researcher could gain an effective outcome for the current study.
With reference to present study, it can be said that this section initially covers
information about the different types of research methodologies, research philosophies,
research approaches and data collection methods with their different sources. After
providing detailed information concerning these methods, the researcher describes later on
the methods chosen along with his satisfactory justification.
Chapter 4: Findings, Analysis/Discussion
This chapter describes the various findings concerning the two involved major
companies Coca Cola and PepsiCo in the form of a case study with subchapters which
illustrate different ways trough which these companies maintain brand loyalty and
emotional loyalty in order to create a distinction between the two based on pros and cons
of both companies in the beverage industry.
Chapter 5: Conclusions and Recommendations
Lastly, the Conclusion section represents the overall research of the study. In this
section, the author mainly focuses on providing detailed information about the findings of
the whole research. The conclusion is given in the form of a summary where the overview of
the research is given by the investigator himself (Levy and Hino, 2016). It is given in the form
of summary which aids the reader in finding out whether the researcher will be able to fulfil
the aim or not. Also, in this section, all the findings, aims and objectives of the research are
explained in detail.
Chapter 2: Literature Review
The concept of emotional loyalty and brand loyalty
Lee and Workman, (2015), states that emotional loyalty refers to the overall
emotional connection of customers towards a single brand which influences them to
willingly spend upon a particular brand. Emotional loyalty refers to the process where
5 | P a g e

consumers ignore the factors such as price, convenience and all other factors as they have a
personal or emotional connection with the particular brand.
Customers feel an emotional connection with the products which as a result does
not change due to its price, quality and other elements. Emotional loyalty helps the
company in order to increase their performance as well as growth in the marketplace (Lee
and Workman, 2015).
For instance, some customers have emotional loyalty towards PEPSICO as price,
quality and other factors do not affect the customer's perception towards the brand.
On the other hand, brand loyalty refers to the positive influence of a particular
product on customers, influencing them to do repetitive purchasing. Brand loyalty can be
defined also as the faithfulness of customers towards a particular brand which is expressed
through a continuous purchase of a specific product (Yeh, Wang and Yieh, 2016).
When consumers satisfy their needs and wants, they start purchasing products on a
regular basis which shows their commitment towards the company and its products. It has
been said that brand loyalty is an emotionally charged decision taken by consumers relating
to a particular product. The reason behind purchasing a particular brand is that customers
have the perception that their requirements are being fulfilled only by a particular brand.
Both terms are interrelated with each other as marketing teams focus on connecting with
the customers emotionally and then influence them to become loyal towards the brand
(Bilgihan 2016)
With the help of the emotional loyalty of consumers, the marketing teams develop
strategies in order to retain their customers and make them loyal towards their brand.
With reference to the beverage industry, it can be said that if a renowned company
like Coca Cola holds a good emotional connection with its customers this would contribute
to the enhancement of brand loyalty which is crucial for the company's growth and
profitability.
Looking at another perspective of topic, Lloyd (2016), expressed that brand loyalty is
highly connected with the emotional attachment between individuals and particular brands.
It can be further mentioned that the consumption of these products always offers an
equivalent satisfaction towards individuals. Therefore, they do not feel the requirement of
using any alternative product that could give a pleasant experience. In addition, emotions
are seen as the key factor of brand loyalty which ultimately influence the interest of
customers towards companies and also makes them loyal for longer periods of time
(Kandampully, Zhang and Bilgihan, 2015).
With reference to the beverage industry, it has been analysed that emotional loyalty
is considered the main factor that drives the brand loyalty of a company. It can also be said
that if companies such as Pepsi Co or Coca Cola wish to enhance their brand loyalty among
customers, their marketing or customer relations department would be required to initially
connect with customers on an emotional level in order to keep them loyal brand loyal for
longer periods of time thus leading to the enhancement of profitability (Bowen and Chen
McCain 2015)
6 | P a g e

According to the above paragraphs, emotional loyalty is the positive factor that
influences brand loyalty. This influence is so powerful that it could impact the business
performance of the company both positively and negatively.
A positive influence of emotional loyalty on the business performance of the
company refers to the fact that if customers are emotionally loyal towards the company
then it is easier for them to influence customers towards them. For instance, if an individual
is emotionally loyal towards the company then he would not be bothered about price or
other factors affecting his level of satisfaction.
These customers have a positive relationship with the particular product which
ultimately influences them to ignore all the other factors that might make them change
their mind. As a result, these consumers will remain loyal to the company forever time
without even considering other companies offering other brands. Emotionally loyal
customers are psychological bend towards the particular company which will not enable
them to give preference to other companies. This clearly shows a positive influence of
emotional loyalty over the performance of company (Zhang, Benyoucef and Zhao, 2016).
On the other hand, from a critical perspective the negative influence of emotional
loyalty over the performance of the company must be mentioned. It has been observed that
if the customers do not have an emotional connection with the company the result will be
that competitors could easily persuade them towards their own organisation. This directly
affects the performance of the “home company”.
In addition, emotionally weak customers will not remain faithful to the same brand.
These customers directly switch products according to their mood and pocket (Huang,
2017). For instance: if an individual is not emotionally connected to the company then he
will easily move on to another brand according to the fluctuation in the prices. This
fluctuation also influences them to completely switch brands. As a result, this will negatively
influence the emotional loyalty and performance of the company for not being able to
retain its loyal customers.
Critically speaking, companies would be required to formulate ads in a manner that
will influence the interest of customers towards them and it could be effectively achieved by
influencing customers that are emotionally loyal towards them.
Key factors of emotional loyalty which influence brand loyalty
According to Fatma, Khan and Rahman, (2016), it has been demonstrated that there
are numerous key factors of emotional loyalty which directly influence brand loyalty. These
factors mainly include language, convenience, memory, accessibility and personalised
services offered by companies.
In the context of the beverage industry, it can be said that if these factors do not
work effectively then it would directly influence the overall brand loyalty and ultimately
impacting the sales and performance of companies.
It has been further analysed that emotional loyalty plays an essential role in
influencing customers as emotionally loyal customers are psychologically connected to the
7 | P a g e

company which ultimately leads to their loyalty towards the company (Urueña and Hidalgo,
2016).
All of the above factors of brand loyalty are detailed in order to have a better
understanding concerning them. Psychological factors are essential as they directly
influence the interest of customers towards the particular brand which makes them
connected with the specific product emotionally. This emotional connection makes the
customers loyal towards a company in every manner (Ozuem, Thomas and Lancaster, 2016).
These psychological factors directly influence brand loyalty as if the mind of a person
is connected with the company then they will automatically recommend friends and others
to purchase the products of the same company. For instance, if an individual is emotionally
connected to Coca Cola, he will incorporate their soft beverages in their every celebration.
This emotional connection towards Coca Cola states that these people have been connected
with the company for many years (Chen 2015)
Personalised services are seen as another factor of emotional loyalty which
influences the interest of customers towards the organisation. Personalised services are
those services which are offered to customers according to their requirements (Leckie,
Nyadzayo and Johnson, 2016).
With regards to the beverage industry, if companies offer personalised services to its
customers, then they emotionally connect with customers. Customers often feel attracted
to those companies which offer services according to their requirement. For instance, while
discussing about Coca Cola initiative taken towards the personalised services, it has been
seen that the company has introduced personalised services for its customers where they
can share coke can with their own name or preferred name. This type of customized service
attracts customers as they can use this services for gifting purpose which ultimately
develops emotional loyalty towards the company (Is Your Name On a Coke Bottle, 2019).
One of its screen shot is represented below for understanding this services of Coca Cola in
right manner.
8 | P a g e

Convenience refers to the ease through which businesses can provide services to
individuals without facing any kind of difficulty. It has been demonstrated that it is the
essential factor which affects the interest of customers. Therefore, if customers are getting
effective services in convenient manner this will directly influences their interest towards
the company.
According to Zhao, Chen and Wang convenience is also seen as the essential factor
of emotional loyalty which directly places impact over the brand loyalty of the company
(Zhao, Chen and Wang, 2016).
In the context of the beverage industry, customers in this industry are giving
preference only to those companies which are available close to them.
With reference to Coca Cola, the brand is offering its services across the world.
Along with this, the supply chain system of this company is capable of supplying soft drinks
to every area of countries in order to make it easier for customers to grab the product in
easier manner. Along with this, it has been analysed that Coca Cola also offers self serving
machine at different airport where the customers can easily take there favourite product of
coke at their own level. This depicts effective convenience facility given by Coca Cola.
In addition, Coca Cola is also offering its products through grocery websites from
where customers can easily place online orders for their favourable products online (Coca-
cola.co.uk, 2019)
9 | P a g e

This convenience directly builds up emotional loyalty among customers towards the
organisation which ultimately influences brand loyalty. This is because, these emotional
loyal customers stay loyal to the same brand as they are getting their favourite product from
company in effective manner.
Memories are the positive glimpse of the life experiences of individuals which enable
them to remind of events or persons. Memories could also be seen as the core factor of
emotional loyalty as customers who have some past experience with any organisation or its
products they might feel emotionally connected to the similar brand.
For instance, if an individual is using PepsiCo’s cold drinks in his every celebration,
whether it a simple family gathering or birthday party then he loves that particular brand
due to various reasons.
Pepsi co is the brand which brings happiness to their life. By evaluating the whole
scenario, it can be said that this person is emotionally connected to the company. This
closeness to Pepsi Co. also makes these customers loyal towards the company as they are
always buying their cold drink from the company (Kurt Feng / Creative / Art Director, 2019).
These customers also do not want to try cold drink of any other cold drink from other
companies because of the attachment and satisfaction that these customers are getting
from the company (Levy and Hino, 2016).
Chapter 3: Research Methodology
Research Methodology
Research methodology is considered as the systematic plan which formulates
effective structure of investigation which is going to be conducted. It is seen as the
theoretical analysis of overall methods that are going to be used in the investigation. It can
be said that an effective research methodology helps the researcher in conducting an
effective investigation by going through each and every perspective of the topic in order to
attain a valuable outcome (Kwon, Englis and Mann, 2016).
Research Philosophy
Research philosophy is a technique used by the investigator in which it has been
defined how all the information and data is gathered, analysed and used by researcher
while conducting the research. It commonly includes two main methods which are as
follows:
10 | P a g e

Positivism: It is the philosophy used by researchers where they highly believe that
reality is firm and with the help of viewpoint of objectives it can easily be observed. It
includes ample number of sample sizes and it is highly structured (Popp and Woratschek,
2017). In this type of philosophy, role of the researcher or investigator is limited to the data
collection and interpretation. It has also been analysed that in positivism, with the help of
observation, researcher can gather factual information, which is authentic as well as also
includes measurements. The reason that the researcher has not choose this approach is
because it completely relies upon experiences.
Interpretivism: It is the type of philosophy which is also known as interpretivist. It
includes research to interpret elements of study. It will aid the investigator in order to
collect data on the basis of social action theory. Interpretivism philosophy largely focuses on
analysis based on qualitative instead of qualitative analysis. The Interpretivism philosophy
has been chosen by the researcher as it provides data which include different aspect of the
chosen research topic.
Research approach
Research approach refers to the plan and process of overall research which gives
specific direction to investigation. Research approaches are the mainly of two types that
qualitative and quantitative research (Kumar, 2019). These approaches are as follows:
Qualitative research: This type of research approach mainly based on words,
emotions, feelings and on other theoretical elements. It has been concluded that all those
research approaches which includes information in qualitative nature (Martínez, 2015).
According to this approach, investigator collect data and information in the form of
definition, concepts and meaning. Thus, it is also known as theoretical method for gathering
information. In this dissertation, researcher has used case study in secondary data in order
to obtain accurate information on the same.
Quantitative research: Under this type of research approach, investigator collect
data on the basis of numbers. In the quantitative research approach, investigator mainly
focusing on collecting data in numerical form. Along with this, it has also been examined
that with the help of sampling method and online survey, investigator can collect authentic
data, in order to accomplish their research.
The main reason for not choosing quantitative research is that it is not feasible for a
social phenomenon. In addition, it cannot address non numerical information for obtaining
a valuable research outcome. Therefore, for this dissertation, qualitative research has been
used by investigator for completing it in effective manner with authenticity.
11 | P a g e

Ethical consideration
It is one of the most important components in order to conduct research effectively.
It is the duty of investigator to take care about all the elements used by them while
conducting research. Ethical consideration in investigation refers to the norms and
standards of research which are required to be followed by investigator at the time of
research conduction. In addition to this, investigator has the responsibility to keep all the
collected data confidential (Murray and Kline, 2015). While conducting present
investigation, it is essential for investigator to follow norms related to research such as
information collected from online websites are required to be authenticated.
Is essential for investigator to be accountable for their work as it is done by them. In
addition to this, it can be further said that ethical consideration is also seen as the essential
part of investigation as researchers belonging to different agencies follows certain policies
and codes in order to outline ethical behaviour of individual.
These policies and codes contribute in resolving issue related to social responsibility,
non-discrimination, honesty, confidentiality, objectivity, intellectual property and so on
(Choi, Ok and Hyun, 2017). Along with this, these codes also provide basic guidelines to
individuals with which they can easily avoid small mistakes that could hamper their work of
investigation. In addition to this, these policies also improve decision making capacity of
investigator with which outcomes of the investigation can be attained in right manner.
Data collection methods
While collecting information and gathering data, researcher adopts only two
methods. One is primary and other one is secondary. Data collection methods refers to the
way through which investigator collects information from various sources.
Primary data: In primary method, data is directly collected from respondent or other
people as it is first hand (Silverman, 2016). It includes various methods of collecting
information such as survey, questionnaire and many more. With reference to the current
investigation, I have not chosen the primary method of data collection as it is a very time-
consuming method and for my paper, I have had to complete the whole investigation within
a specific period of time. This is because; I have preferred not to adopt the primary method
of data collection.
Secondary data: On the other method, secondary method of data collection,
investigator collects information from online websites, articles, books, journals and other
published sources. It is the data which is used by researchers to get more authenticity in
their research.
In the current study, the author will collect information by using secondary methods
in order to complete this dissertation within the provided time frame along with
authenticity. In secondary methods of data collection. the investigator will adopt online
articles, books, journals and case study. This is because, these sources are helpful for
12 | P a g e

investigator in finding out valuable data from various articles and online links which are
beneficial in completing the research in a shorter period of time. As a result, this method
would be helpful in attaining the desired outcome for the research.
In current study, investigator has used Case Study in secondary data. Case study
refers to the part of research methodology in which overall investigation is done on the real
life situation. Case study basically conducts an exploratory and descriptive analysis of
particular event, individual or group (Hancock and Algozzine, 2016). Analysis of case study is
done with different methods that contributes in obtaining appropriate outcome of whole
case. In this dissertation, investigator has used Case Study of Kendall Jenner with Pepsi Co
which has declined purchasing behaviour of the respective company. In order to grab
information on the case study investigator have gone through different articles for
improving my knowledge on the case study. Along with this, I have also overlooked websites
of the respective company for checking out that how effectively this company is using its
advertisements for gaining brand loyalty among customers. This case study has been based
on interpretivistic approach as it helps in analysing all the aspect of the issue.
Chapter 4: Findings, Analysis and Discussion – A case study of Coca Cola
and PepsiCo
Coca Cola is an American based company, founded in the year 1892. It is one of the
largest and biggest corporation with more than 2800 products and deals in around 200
countries. Headquarter of the company is located in Atlanta, Georgia.
On the other hand, PEPSICO is an American based beverage company which deals in
food items, snacks, drinks across the world. It was founded in 1965 with the merger of Frito-
Lay and Pepsi-Cola company. It is the company deals in almost 200 countries across the
whole wide world. In the present report, both the companies are chosen as the base
company by the investigator in order to conduct the research effectively.
The key role of emotional loyalty and brand loyalty in maintaining
customer retention in the beverage industry
According to the source, Chen (2015) it can be said that emotional loyalty and brand
loyalty plays an essential role in customers retention. In order to satisfy the requirements
and wants of customers, brand loyalty and emotional loyalty plays very effective role. It has
also been analysed that with the help of customer satisfaction, company can maintain its
sustainability at the marketplace for a long period of time. In order to maintain the
sustainability at the marketplace, it very essential for the company to enhance their brand
image at the marketplace (Hudson and et. al., 2015).
With the help of collected data, companies need to produce goods and services and
satisfy the requirements of customers. For instance: If PEPSICO would not have a better
emotional connection with customers, then it would be easier for its marketing team to
persuade the interest customers in order to remain loyal. On the other hand, if Coca Cola
13 | P a g e

would not have an emotional connection with its customers then it would not be helpful for
them as they would not sustain loyal with the company for longer period of time.
While looking and another point of view viewpoint (Choi, 2017) it has been
demonstrated that brand loyalty among customers is only developed through the brand
performance. Brand performance basically means that calculation of one particular brand at
marketplace. Some of the authors have also stated that market share is also seen as the
measurement of brand performance as it completely reflects actual achievements of
company at marketplace as well as industry.
It has been further analysed Coca Cola is considered as the market leader of its
industry. In addition, the company is also holding a remarkable place among customers as
they are providing them drinks with the best taste in the world. It has also been seen that
customers of the company are enjoying similar taste across the world which satisfies them
at highest level (Veloutsou, 2015).
In addition, Coca Cola is also enhancing its product range by adding some new
flavours in their drinks according to the customers demand. All of this discussion clearly
states that Coca Cola is placing its own efforts for enhancing its performance at market
place.
As a result, this improved brand performance provides a high level of satisfaction to
the customers which influences interest of these customers towards the company for long
period. As a result, company gains competitive advantage as well as also maximises market
share at market place (Choi 2017)
In addition, it can be further stated that emotional loyalty as well as brand loyalty
directly contribute to customers retention. This can be well understood with the help of one
by one discussing all these terms. It can be said that emotional loyalty is the attachment of
customers towards the company as well as its product. It has been further analysed that
emotional loyalty is consist of different essential factors such as memory, past experience,
psychological value, personalised services, etc. All these factors ultimately influence the
interest of customers towards the products (Drennan and et. al., 2015).
Overall all of these factors satisfy customers need then it ultimately influences them
to remain loyal with the company. It has been further analysed that emotional connection
between customers and product is that much strong which does not even care about
anything.
This means emotionally connected people always remains loyal toward the same
company as they think that these people believe that their needs can only be fulfilled with
the products of that specific company. People who are emotionally connected to Pepsi Co
for many years will always remain loyal in any condition. It can be said that even if the prices
of these products increase emotional loyalty of customers will stay by their side.
14 | P a g e

Concerning emotional loyalty, in the case of Coca Cola it has been noticed that this
company has gone through a certain crisis in the past, specifically in 1999 which has affected
which has affected the emotional loyalty of the customers.
In Belgium, in 1999 some children have been sick after consuming a product with the
Coke brand on it. As a result, a recall of all the products in Belgium has taken place and
every Coca Cola item has been removed from the shelves of the stores due to this.
This unfortunate event has caused the company a great deal of damage, in terms of
reputation and many other countries took the example of Belgium and have recalled Coke
products as well. Source (PR Pret-a-Porter, 2019)
After finding the main cause of distress, a bad batch of carbon dioxide, the company
announced the situation although too late as the media had already stained Coke’s
reputation once more.
In France approximately one hundred people got sick due to mold found in the
products that they have consumed. Therefore, all of the products I France have been
interdicted until the problem was properly solved. Coke’s response to the matter was not
fast enough and again their reputation has been dramatically affected.
In this crisis period, Coke has faced many problems with other European countries in
terms of marketing and anti-trust laws. Whilst trying to solve problems, Coke desired to
unite forces with a French beverage brand, Orangina but they were hostile and
overaggressive which led to them not being able to bond. Their methods have proved to be
hard for the foreign countries and to create a competitive advantage was already out of the
question. This ultimately resulted in the decline of sales performance of Coca Cola.
Apart from this, one more case spotted which depicts controversies related to
advertisement of Pepsi Co. In this, Kendall Jenner, a renown super model have handed Pepsi to the
police officer seriously engaged into movement related to #BlackLivesMatter. This advertisement
have shown disrespectful step of Kendall Jenner towards the movement. The whole scenario has
placed negative impact over the performance of Pepsi Co as this advertisement has influenced
interest of customers in negative manner. It has been analysed that around 28% of consumers have
shown their interest towards buying Pepsi Co on 4th April when this advertisement was aired. While,
after 8 days of its release that is till 12th April this percentage has declined to 20%. It clearly depicts
that this advertisement have impacted negatively on the sales of Pepsi Co its consumers believes
that Kendall Jenner has disrespected movement (Pepsi recovering slowly since pulling Kendall Jenner
ad, 2017). In addition to this, this advertisement has criticised Kendall Jennar many times as people
has started created numerous of jokes on the celebrate which have humiliated her in industry as
well as society.
15 | P a g e

Above described image clearly depicts negative influence of Kendall Jenner ad on
purchasing consideration of customers of Pepsi Co.
It has been further evaluated that large-scale companies such as Coca Cola and Pepsi
Co who are part of the beverage industry are required to take many initiatives for
influencing interest of customers in effective manner and develop and emotional
attachment with them. This initiative not only grabs attention of customers but, it also
ensures that these customers sustains longer in the same industry for longer period of time
(Ding and Tseng 2015).
It has been analysed that at one end Coca Cola focuses on building their relationship
with the customers effectively through creative ads whereas Pepsi Co believes in taking help
of digital media for grabbing attention of customers and improving its performance at
international market place. Pepsi Co also uses different commercial medium of
advertisement such as TV ads, hoardings, billboards etc.
Coke and Pepsi- Advertising as part of attaining brand and emotional
loyalty
An advertisement refers to the approach which is used by business organisation for
promoting their products and services effectively among customers. With reference to PEPSI
Co and Coca Cola, it has been analysed that both the companies are using different
advertisement methods and techniques in order to attract customers effectively. On the one
hand Coca Cola is using different advertisement campaign such as “Holidays are coming
Home” and sports sponsorship in FIFA World cup.
16 | P a g e

On the other hand, Pepsi Co, it has been analysed that the company has adopted a
method digital campaign with Microsoft while celebrating football summer 2010. This
campaign was organised into 14 different locations across the world. Along with this, the
company also uses different medium of communication for sharing their information related
to the beverage drinks of Pepsi co through TV networks as well as other commercial
promotional activities. This depicts that both companies are using different methods of
advertising in order to attract customers and enhance their market share effectively.
17 | P a g e

Coca Cola and Pepsi co have both been actively engaged organization who gain the
attention of people by making use of advertising strategies. A well renowned and popular
example of Coca Cola's Christmas advertisement is the Christmas Advertisement which
showcased red trucks speeding through a winter landscape which lighted up the towns as
and when they reach there. This ad was launched in the year 1996 and is now 21 years old
yet it cannot be eradicated from the minds of people due to the robust and extensive
advertising that was done by the entity for execution of this campaign (Staff, 2017). This
advert held the message “Holidays are coming” which was an innovative theme taken into
use by entity to inspire a sense of brand satisfaction and loyalty within the customers (Coca-
Cola's Christmas ad: Holidays are coming, 2017).
18 | P a g e

In contrast, a very famous advertisement of PepsiCo is “No Can Left Behind” where
two Hollywood A-listers Paul Rudd and Michael Peña star dressed as astronauts in a comic
campaign showcased the extent to which they could go for Pepsi Max. The advert illustrates
the two astronauts preparing for rocket launch and running across the pre-flight checklist
where they recognise that they had forgotten their Pepsi Max. Both of them then do
adventure to get the delicious drink prior to the blast-off. Such a robust advert aimed at
developing a sense of excitement and likelihood among people for the beverage of the
famous brand, PepsiCo (NO CAN LEFT BEHIND BY AMV, 2019).
19 | P a g e

It has been also analysed that at one end Pepsi is targeting young adults whereas
Coca cola focuses on covering maximum geographic locations for enhancing their number of
customers
While evaluating the role of brand loyalty towards customers retention, it has been
discovered a that the more loyal customers are towards the brand a sustainable and longer
relationship with company will be established only if the company has the capability of
satisfying their needs. Therefore, it can be said that business organisations focus on placing
numerous of efforts for retaining their existing customers and attracting new customers
(Bilgihan, 2016).
These efforts of organisations directly contribute in enhancement of sales
performance of company which leads to increase in profitability of organisation. In addition,
it has been further evaluated that if any organisation has strong brand image then it is
easier for them in influencing customers towards them in effective manner.
According to the above described different kind of adverts done by Coca Cola and Pepsi Co it
can be said that all of them helps the respective company in enhancing their brand loyalty as
customers are getting attracted with these ads which increasing their purchasing behaviour towards
the soft drinks offered by them.
In addition to this, it has been further analysed that there are numerous of
companies who have placing their efforts for improving their performance effectively which
could give profits to them along with the increasing satisfaction level of customer.
With reference to the beverage industry, it has been analysed that this industry is vast
in size which has numerous of customers (Leaniz 2016). This is important for this sector to
focus on improving its brand image among customers as if it owns positive brand image
then, it’s easier for the company in persuading interest of customers towards the company.
Positive brand image of company at market place directly contributes in the
improvement of brand loyalty of organisation. It can be further said that if an organisation is
having loyal customers at marketplace, then it is easier for them to persuade customers to
stick to the similar company for longer period of time (Pérez and Del Bosque, 2015).
Apart from this, it has also been seen that Pepsi Co and Coca Cola are using their
websites as well for attracting customers in right manner. On one end, it has been analysed
Coca Cola's website represents greetings and shows different links from where individual
can gain information on job, investors, company's history etc (Coca Cola, 2019). all of the
represented information is country specific which also provide option to customer for music
download, message board, product information and link to Coca Cola's Tv Ads. While on the
other hand, website of Pepsi Co greets individual with animation. Along with this, the main
page of this website directly provides links to user through which they can directly reach to
20 | P a g e

marketing campaign of Pepsi (Pepsi Co. About the company, 2019). All of the stated
information depicts that company attract customers with different ways that helps them in
attracting maximum number of customers. In addition to this, it can also be said that if
website of company are easy to use and attractive it directly contributes in the brand
loyalty.
21 | P a g e

22 | P a g e

23 | P a g e

On the basis of above described snapshots, it has been analysed method of
promotion for both the companies are different on Instagram. While talking about Pepsi Co,
it has been identified that Pepsi Co prefers to represent its Can in its every post on
Instagram in order to enhance recognition of the company (Pepsi CO Instagram, 2019).
Whereas Coca Cola focuses on showing up their idea and message in its every post (Coca
Cola Instagram, 2019). Both of the differences are easily visible in the above images.
24 | P a g e

25 | P a g e

According to the above represented pictures, it has been seen that Coca prefers to post its
social activities on Facebook in order to attract maximum number of customers towards them (Coca
Cola Facebook page, 2019). On the other hand, Pepsi Co is giving more preference to post its
commercial advertisement like sponsoring of Games (#FutbolNow) on Facebook (Pepsi Co Facebook
page, 2019). These posts are represented in direct or indirect forms. It has been seen that main
motive of both the companies are to focus to enhance their number of followers so that brand
loyalty can be developed in effective way but still they prefers to use different tactics in order to give
stiff competition to one another.
Different ways by which Coca Cola and Pepsi Co could enhance brand and
emotional loyalty in the beverage industry
According Kang, Tang and Lee’s point of view, it can be said that there are several
ways which can be adopted by companies belonging to beverage industry in order to
enhance their emotional as well as brand loyalty. There are various methods used by
different organisations in order to enhance the brand as well as emotional loyalty. With the
help of all these factors company can enhance their brand loyalty along with emotional
loyalty across the world Kang, Tang and Lee (2015).
It has been seen that these methods include use of social networking site, better
providence of customers services, different loyalty programs, discounts, sale offers etc. (7
Marketing Strategies to Improve Brand Loyalty, 2019). Some of these factors are explained
in detail:
One of the most important tools used by various organisations in today's world in
order to promote their brand name, is social media. Earlier, marketing technique used by
the management team is traditional approach such as mouth to mouth publicity, which is
not very effective. For attracting large number of customers, company start using social
media techniques, so that they can enhance the brand image along with profitability of
organisation.
As a result, companies will be able to attract a high number of customers in their
customer base (Kandampully, Zhang and Bilgihan, 2015). Thus, companies can develop their
brand as well as emotional loyalty among their customers by satisfying their needs and
requirements. Here, Coca Cola uses social media techniques in order to enhance the brand
loyalty in competitive marketplace. This technique helps a company in approaching
maximum number of customers.
Coca has also used certain social media campaigns for influencing customers
interest i.e. Holydays are Coming home etc Whereas, while discussing about Pepsi Co it has
been seen that the company is using TV advertisements such as the Democracy campaign
from their Mountain Dew division along with the Superbowl and other commercial ads in
order to attract customers.
26 | P a g e

On the other hand, it has also been noticed that social media technique also might
result negatively on the mindset of customers as promotion done in negative manner on
social media could develop wrong image over customers. This might also influence their
sales performance.
By providing better customer services, companies can enhance emotional loyalty
leading towards the development brand loyalty among consumers. For instance, Coca Cola
and PEPSICO take reviews from their customers on a regular basis, so that they will be able
to enhance brand loyalty among their customers by satisfying their needs (Drennan, Bianchi
2015)
In order to gain trust and loyalty of customers, it is very necessary for firm to provide
some benefit in order to retain them for a long period of time. These are the offers which
are considered as special gestures which helps in developing customer loyalty (Chen, 2015).
With the help of discounts, offers, coupons, company can retain their customers for
long period of time, which increase their profit margin at the marketplace. In context of
Coca Cola and PEPSICO, they provide various offers to their customers during festive
seasons, so that they can retain their loyal customers as well as attract new customers at
the marketplace (Fatma Khan and Rahman 2016).
Sales promotion refers to the in store offers which are given to customers during
their visit to particular outlet. It is the part of marketing activities that are often used by
businesses for boosting up their sales in effective manner. The store manager of every
outlet develops certain sales promotions scheme that are helpful for them in attracting bulk
of customers towards the store in effective manner.
The effectiveness of this method is not limited to increase in sales performance of
company, but it can also be seen in the enhancement of market share. Along with this, it is
the only method which influences customers to spend money those products which have
not even used by them earlier. These customers also give value to those products in an
expensive manner. In other words, it can be said that sales promotion is an effective
method that influences interest of customers towards the company in positive manner.
This positive influence ultimately leads to increase in brand loyalty (Jang, Kim and
Lee, 2015). It has also been analysed that Pepsi Co is using sales promotion activities in the
form of Scratch card placed on it bottles and some gifts such as cash back. Whereas, Coca
Cola believes in conducting some in-store sales contests for influencing the sales of the
company in a positive manner.
It can be also be said that sales promotion also develops emotional loyalty among
customers as they feel attached to the particular product and brand as they are getting this
product from the company at pocket friendly manner. This means customers can buy
numerous of products at low rates. This satisfies the demand of customers within their
budget which automatically builds their emotional connection within the company. This
27 | P a g e

emotional connection directly enhances brand loyalty as emotionally satisfied customers
always remains loyal.
Public relations refer to the practice through which information is conveyed among
individual and public in positive manner. It is also seen as the initiative of company for
developing its image among customers in positively by hiring professional bodies who are
expertise of managing terms of company effectively with public.
The term public relation is also seen as the opposite term of advertisement. In
advertisement beverage industry mainly uses different mode of medium through which
products are popularised among customers. It basically includes promotion through TV,
social media or radio whereas on the other hand, in public relation organisation pay less
amount in comparison of others (Levy and Hino, 2016).
It can be further said that in public relation, organisations basically use emails and
calls for developing their relationship with others so that long term effects could be seen. In
addition to this, the publicity also allows companies to interact with wide audience that
could give remarkable business to them. In the context of the beverage industry, it can be
said that public relations is seen as the effective method by which both the Pepsi Co and
Coca Cola can develop positive relationship with the customers as with the effective public
relation manager could communicate to maximum number of customers which will
definitely provide business organisation.
Apart from this, it has been seen that both companies are belonging to beverage
industry which is maximum time surrounded by issues and controversies that shows that
how people are getting sick by drinking them (Bowen and Chen McCain, 2015). Therefore, it
is also essential for both Coca Cola and Pepsi Co to hire professional PR managers that
could convey the right message to the customer along with the positive image of company
can be developed in front of them.
It can be said that by using these methods, companies in the beverage industry such
as Coca Cola and PEPSICO can easily enhance their emotional loyalty and brand loyalty with
help of the positive support from the customers. This is because, all of these methods are
being used by many years from the individuals who are working in the same industry
effectively. In addition to this, these customers are also providing maximum business to the
companies with which they can attain best results.
Furthermore, it can be also be mentioned that there are numerous business
organisations which are taking advantage of using the maximum capacity of these marketing
methods with the help of which their business could be developed their emotional
connection as well as brand loyalty (Kwon, Englis and Mann, 2016).
Enhancement in both the terminology directly leads to increase in profitability of the
company in positive manner. It also supports them in bringing maximum business in the
company by understanding actual demand of customers.
28 | P a g e

It also supports them in gaining competitive advantage at market place as they are
using effective marketing methods which are helpful for them in understanding requirement
of customers. If these requirements are fulfilled, then customers demand could easily be
satisfied. This can be easily done as companies are now producing their output according to
customers demand. As a result, customers of these companies easily get satisfied which
directly develops their relationship with the company.
This positive relation with customer is also seen as the emotional loyalty of
customers. This enhancement of emotional loyalty directly contributes in the improvement
of brand loyalty of company (Huang, 2017)
On the basis of the above-mentioned various sub sections, the overall findings of this
investigation state that emotional loyalty is considered the major factor of brand loyalty
which is helpful for the beverage industry in sustaining their customers loyalty towards the
company for longer periods of time. Needless to say, it can be further said that the effective
support of customers also helps the beverage industry in increasing their sales performance
as well as their profits.
The outcome of this dissertation is bifurcated in different section which are
explained below one by one. It can be said that this section of study summarises overall
research from where readers can easily figure out what has actually been done by
investigator in whole research. The main potential outcome received from this investigation
is described as below in various paragraphs.
Concept of brand loyalty and emotional loyalty
On the basis of overall discussion, it has been analysed that brand loyalty and
customer loyalty are seen as the interconnected topic. Brand loyalty is seen as the positive
feeling from customers perspective towards particular brand. It has been identified that if a
company has strong brand loyalty then its customers directly purchases the same product
from them at regular basis. It has been further identified every organisation seeks to owe
high brand loyalty so that it can sustain longer in the industry and easily achieve competitive
edge (Kumar and Townsend, 2015).
Furthermore, it has also been noticed that in order to improve brand loyalty,
business organisation must take numerous steps so that they could influence and attract
customers towards them and also enhance their profits by attaining their targets. On the
other hand, customer loyalty is defined as the capability of business organisation or its
specific product that is helpful in retaining customers of the company for longer period of
time.
Customer loyalty is principally the outcome of smooth and positive emotional
experience and satisfaction that is being perceived by individuals at the time of using
different products and services of the company. While evaluating information of both the
29 | P a g e

terms, it has been analysed that business organisation places numerous of efforts through
which they can easily gain competitive advantage at market place.
Apart from this, it has been later analysed if any company has support of customers,
it becomes easier for them to sell their products at their decided price as strong customer
base helps them in persuading these customers to buy the same product at the offered
prices (Hudson, 2015). Emotional loyalty is seen as the part of customer loyalty which clearly
shows emotional connection of customers with the particular brand or product.
According to the above made discussion, it has been analysed that both the
companies used for this research that is Coca Cola and Pepsi Co has strong emotional
connection with its customers. It can be said that these emotionally connected people are
so much attached to these beverages that they purchase them in their every celebration no
matter whether it is small or large.
It has also been identified in above made discussion that business organisation can
easily influence emotional connection of individuals towards them by making certain
advertisements which clearly depicts that how an individual can enjoy or raise joy with the
usage of soft drinks like Coca Cola and Pepsi Co.
Key factor of emotional loyalty influences brand loyalty
According to the above made discussion, it has been analysed that emotional loyalty
plays an essential role in brand loyalty. This clearly shows that it also owns capability of
influencing brand loyalty of particular brand. It can also be said that there are certain factors
of emotional loyalty such as memory, personalised services, language, accessibility and
many others that owes capability of directly affecting brand loyalty of the specific company
(Jang, Kim and Lee, 2015).
This influence could be positive or negative for the connected business
organisations. It can be said that positive influence of these factors of emotional loyalty over
brand loyalty is its constantly increasing sales performance.
This is because, when customers are emotionally satisfied with the products or
services offered by the company, then they remain loyal to same company for longer period
of time. These satisfied customers not only buy product for themselves, but they also
recommend these products to others as well.
On the other hand, while finding out negative influence of these factors of emotional
loyalty on brand loyalty, it has been identified losing trust of customers over the specific
brand (Kandampully and Zhang, 2015). It has been further analysed that when customers
are not emotionally connected with the particular company, they do even want to try the
product for even once.
30 | P a g e

This means, these customers do not buy product for themselves. Even these
customers do not recommend others to use the products of particular company. As a result,
it places negative influence over the sales of the company.
From the overall made discussion, it has been analysed that psychological,
personalised services, memory and convenience as seen as the most essential factor of
emotionality that influences brand loyalty of the company (Kang, Tang and Lee, 2015). After
searching these factors, it has been identified that psychological factor is seen as the most
influential factor of emotional which directly influences brand loyalty of company.
In this regard, it can be said that psychological state of the customers directly
influences their behaviour towards the particular organisation. It can be said that if these
customers have certain connection in the past with the company then they directly feel
attached to the same company. Along with this, further it can be said that if an individual
has strong psychological connection with the company then they do not even try similar
kind of product offered by another company. In addition to this, it has also been analysed
that these type of customers does not care about price, quantity and other related factors.
This shows that once an individual psychologically attaches with the company they
completely rely upon them without even caring about related factor (Chen, 2015).
Therefore, it can be said that psychological factor seems to look main factor of emotional
loyalty that influence brand loyalty.
Along with this, it can be further said that personalised services also look like
another influential factor of brand loyalty that works as the booster for the company
because, it contributes in attracting the customers at highest level. It has been found that if
an organisation offers personalised services to customers then directly or indirectly, they get
connected to customers because they are serving these customers at their own level.
Key role emotional loyalty and brand loyalty in maintaining customer
sustainability
On the basis of above made discussion, it has also been identified that brand loyalty
and emotional loyalty collaboratively work positively in maintaining customer sustainability.
Later it can be said that main aim of businesses is to enhance their number of emotional
loyal customers so that customer sustainability can be raised effectively (Choi and Ok, 2017).
Furthermore, it has also been identified that executives of Coca Cola are taking several
initiatives in order to enhance satisfaction level of customers.
These initiatives can be seen in the form of introduction of different flavours in their
soft drink so that customers can gets motivate to buy the products of Coca Cola as they are
offering different flavours to them at regular basis. Different flavours in the cold drinks not
only attracts existing customers but it also influences interest of new customers (de Leaniz,
2016).
31 | P a g e

The investigator has also shown that emotional loyalty seems to look effective
component that directly influences interest of customers and improves their satisfaction
level at highest level. As a result, it helps company in sustaining its customers loyal towards
the company for longer period of time. This directly increases customer sustainability.
On the other hand, when it is talked about customers loyalty, it has been analysed
that brand loyalty is one of the main factors that helps business organisation is extending
their market share. This means that if any business organisation owes good brand image
then they relatively have good range of customers. Excessive number of customers also
shows that sales performance of this company is higher in comparison of its competitors
(Ding and Tseng, 2015). As a result, these customers give heavy business to the customers.
It can be further said that, main objectivity of every business organisation belonging to
32 | P a g e

beverage or other industries is to enhance emotionality loyalty and brand loyalty so that
they can improve customer sustainability for the company.
It can be said that both specified terms work as the business booster factor for every
company because, with the positive influences of these factors’ customers retention can be
done in effective manner without facing much trouble. With relation to Pepsi. Co. it has
been analysed that this company is required to focus on influencing customers towards
them in terms of emotions.
This is because, if customers are emotionally related to company then they easily
accept the product offered by the company. This clearly shows key role of emotional and
brand loyalty in maintaining customer sustainability.
33 | P a g e

Different ways by which emotional loyalty and brand loyalty can be
enhanced
According to the above made discussion, it has been analysed that emotional loyalty
and brand loyalty are two main components that are desired by business organisation to be
improvised at each and every stage so that company could easily grow without facing much
difficulty. It has been analysed that there are numerous of ways which are used by business
organisations in order to improve their performance in effective manner (Huang, 2017).
It has been analysed that usage of social media seems to look like an effective way
by which executives in the beverage industry can improve their brand loyalty effectively. It
can be said that social media channels are considered as the important and work worthy
platform that helps companies in connecting to their customers effectively without facing
much trouble. Also, with the usage of social media, marketing team of the company can
easily connect to the customers as this platform has huge number of active users (Hemsley-
Brown, J2016).
This interaction with customers gives opportunity to company to build their
relationship with communicating person. Along with this, social platform helps business
organisation in taking feedback from the customers. As a result, with the help of social
media, the company can easily develop emotional loyalty of customers towards the
company. In addition to this, it has also been seen that business to organisation often uses
discount sales promotions and many other methods for attracting customers in order to
make them loyal towards the company for longer period of time.
It has been identified that both the Coca Cola as well as PepsiCo. are offering various
discount offers to them at different stores. It can be said that these companies are several
offers to their retailers who further conveys the same offer to customers. It has been
identified that Coca Cola and Pepsi Co are having generally sold at retail stores, super
markets, online websites and many other places from where customers can easily avail
these discount offers given by the company in effective manner.
It has been further analysed, perceiving of discounts directly influences interest of
customers towards the company as they are getting similar product at lower rates (Fatma,
Khan and Rahman, 2016). As a result, it can be said that high discounts attract a greater
number of customers which ultimately contributes in the improvement of emotional loyalty
of customers towards the company in effective manner.
On the other hand, it has also been seen that seen that emotional loyalty and brand
loyalty can be raised effectively with the usage of both the ways such as social media
platform and discounts. As a result, it can be further said that Coca Cola and Pepsi Co is
already using and will also use these same ways in future for influencing interest of its
customers towards them and strengthening their emotional connection with them.
34 | P a g e

As a result, this improvement in emotional loyalty and brand loyalty will help
business organisation in sustaining customers loyal with the company and also raise their
sales performance in effective manner (Drennan and Bianchi, 2015). This also result in
improvement of market share as well as profitability of company in smooth manner.
Chapter 5: Conclusion and Recommendations
Conclusions
From the above-mentioned report, it has been concluded that brand loyalty is very
broad topic which includes various sub section within it. Brand loyalty is the first and
foremost wish of company because with effective brand loyalty, customers will easily
sustain for longer period of time in the company. This investigation had been conducted on
the basis of secondary data in order to complete the research in provided time frame. In
addition to this, interpretivism research philosophy has been chosen by investigator in order
to give more importance to human perception.
This investigation has included various perceptions of authors over the different
topic of research. This has helped a lot in improving understanding over the similar topic in
depth. From the overall analysis, it has also been identified that business organisations
cannot gain attention of customers and their emotional loyalty with one single initiative.
They are required to work harder at regular basis so that longer benefits can be gained by
them.
Along with this, it also helps them out in improving customer loyalty which is seen as
the core requirement of business to raise own sustainability as well. Furthermore, it has
been identified that at earlier, the main focus of businesses is to increase brand loyalty with
the help of effective quality of products and services only. But, with the changing time,
these companies are not taking any initiative for developing their image among customers
in order to build strong emotional connection with them.
Some core ways among them are usage of social media channel for connecting to
the customers, providing discounts to customers and sales promotions. All of these ways
have helped a lot of businesses in increasing brand loyalty as well as customers
sustainability effectively.
Recommendations
On the basis of overall research, it has been identified that emotional loyalty is seen
as the essential component of brand loyalty which helps business organisation in attaining
competitive edge in effective manner. It can be said that there are numerous of ways such
as adoption of social media tools, discounts, sales promotion etc. through which business
organisation can easily enhance brand as well as customer loyalty.
35 | P a g e

From the overall made discussion, there have been some recommendation which
are given by the researcher towards the leaders of beverage industry with which they can
attract maximum number of customers and also enhance their emotional loyalty. Some of
these core recommendations are described as below in detailed manner.
 At first it is recommended to business organisations to take initiatives so that they can
understand needs and requirements of customers with the help of which they can
develop new product accordingly
 At next, it is recommended to company to take regular based feedback from the
customers so that required modification can be developed according to customer's
wants. This would definitely develop positive relation between customers and
company. This is because, customers think that company cares about their need and
requirements and also gives priority to their given feedback which contributes in the
increase in emotional loyalty among them
Reflection
From the overall journey of my research, I have learnt numerous of things which
helps me out in improvising my knowledge and enhancing my overall skills. At the starting
time of this research, I was very excited because, I thought that the chosen topic is very easy
and information on this topic will gained by me in effective manner without facing much
trouble. But, in the actuality, when I have started conducting this research, I have realised
that collection of information from secondary sources is quite difficult.
This because, it is harder for investigator to collect information from different source
because accurate information about the company as well as its related topic is not available
on the online sites in exact required format. Along with this, later it has been identified by
me that researching on one single topic helps me in improving my analytical skills. This skill
will later help me out in conducting similar kind of projects in effective manner.
Along with this, the current investigation has improved my team working skills. This
is because, whole research is not conducted by the single person. It requires whole team to
work collaboratively with one another so that overall outcome of the research can be
attained by them in effective manner. Enhancement of this skill will help me out working in
the team effectively in future without facing much trouble with the same.
REFERENCES
Books and Journals
Bilgihan, A., 2016. Gen Y customer loyalty in online shopping: An integrated model of trust,
user experience and branding. Computers in Human Behavior . 61. pp.103-113.
36 | P a g e

Bowen, J. T. and Chen McCain, S. L., 2015. Transitioning loyalty programs: A commentary on
“the relationship between customer loyalty and customer satisfaction”. International Journal of
Contemporary Hospitality Management. 27(3). pp.415-430.
Chen, R. J., 2015. From sustainability to customer loyalty: A case of full-service hotels’
guests. Journal of Retailing and Consumer Services. 22. pp.261-265.
Choi, Y. G., Ok, C. M. 2017. Relationships between brand experiences, personality traits,
prestige, relationship quality, and loyalty: An empirical analysis of coffeehouse brands. International
Journal of Contemporary Hospitality Management. 29(4). pp.1185-1202.
de Leaniz, P. M. G. 2016. Corporate image and reputation as drivers of customer
loyalty. Corporate Reputation Review. 19(2). pp.166-178.
Ding, C. G. and Tseng, T. H., 2015. On the relationships among brand experience, hedonic
emotions, and brand equity. European Journal of Marketing. 49(7/8). pp.994-1015.
Drennan, J., Bianchi, C. 2015. Examining the role of wine brand love on brand loyalty: A
multi-country comparison. International Journal of Hospitality Management. 49. pp.47-55.
Fatma, M., Khan, I. and Rahman, Z., 2016. How does corporate association influence
consumer brand loyalty? Mediating role of brand identification. Journal of Product & Brand
Management. 25(7). pp.629-641.
Hemsley-Brown, J. 2016. Service quality and brand loyalty: the mediation effect of brand
passion, brand affection and self-brand connection. International Journal of Contemporary
Hospitality Management. 28(12). pp.2771-2794.
Huang, C. C., 2017. The impacts of brand experiences on brand loyalty: mediators of brand
love and trust. Management Decision. 55(5). pp.915-934.
Hudson, S. 2015. The effects of social media on emotions, brand relationship quality, and
word of mouth: An empirical study of music festival attendees. Tourism Management. 47.pp.68-76.
Jang, Y. J., Kim, W. G. and Lee, H. Y., 2015. Coffee shop consumers’ emotional attachment
and loyalty to green stores: The moderating role of green consciousness. International Journal of
Hospitality Management. 44. pp.146-156.
Kandampully, J., Zhang, T. 2015. Customer loyalty: a review and future directions with a
special focus on the hospitality industry. International Journal of Contemporary Hospitality
Management. 27(3). pp.379-414.
Kang, J., Tang, L. and Lee, J. Y., 2015. Self-congruity and functional congruity in brand
loyalty. Journal of Hospitality & Tourism Research. 39(1). pp.105-131.
Kim, J. W., Lee, F. 2015. Satisfaction and loyalty from shopping mall experience and brand
personality. Services Marketing Quarterly. 36(1). pp.62-76.
Kumar, M., Townsend, J. D. 2015. Enhancing consumers' affection for a brand using product
design. Journal of Product Innovation Management. 32(5). pp.716-730.
37 | P a g e

Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage
Publications Limited.
Kwon, W.S., Englis, B. 2016. Are third-party green–brown ratings believed?: The role of prior
brand loyalty and environmental concern. Journal of Business Research. 69(2). pp.815-822.
Leckie, C., Nyadzayo, M. W.2016. Antecedents of consumer brand engagement and brand
loyalty. Journal of Marketing Management. 32(5-6). pp.558-578.
Lee, S. H. and Workman, J. E., 2015. Determinants of brand loyalty: self-construal, self-
expressive brands, and brand attachment. International Journal of Fashion Design, Technology and
Education. 8(1). pp.12-20.
Levy, S. and Hino, H. 2016. Emotional brand attachment: a factor in customer-bank
relationships. International Journal of Bank Marketing. 34(2). pp.136-150.
Martínez, P., 2015. Customer loyalty: exploring its antecedents from a green marketing
perspective. International Journal of Contemporary Hospitality Management. 27(5). pp.896-917.
Murray, A. and Kline, C., 2015. Rural tourism and the craft beer experience: Factors
influencing brand loyalty in rural North Carolina, USA. Journal of Sustainable Tourism. 23(8-9).
pp.1198-1216.
Ozuem, W., Thomas, T. 2016. The influence of customer loyalty on small island economies:
an empirical and exploratory study. Journal of Strategic Marketing. 24(6).pp.447-469.
Pansari, A. 2017. Customer engagement: the construct, antecedents, and
consequences. Journal of the Academy of Marketing Science. 45(3). pp.294-311.
Pérez, A. 2015. An integrative framework to understand how CSR affects customer loyalty
through identification, emotions and satisfaction. Journal of Business Ethics. 129(3). pp.571-584.
Popp, B. 2017. Consumer–brand identification revisited: An integrative framework of brand
identification, customer satisfaction, and price image and their role for brand loyalty and word of
mouth. Journal of Brand Management. 24(3). pp.250-270.
So, K .K .F., King, C., Sparks, B .A. 2016. The role of customer engagement in building
consumer loyalty to tourism brands. Journal of Travel Research. 55(1). pp.64-78.
Urueña, A. and Hidalgo, A., 2016. Successful loyalty in e-complaints: FsQCA and structural
equation modeling analyses. Journal of Business Research. 69(4). pp.1384-1389.
Veloutsou, C., 2015. Brand evaluation, satisfaction and trust as predictors of brand loyalty:
the mediator-moderator effect of brand relationships. Journal of Consumer Marketing. 32(6).
pp.405-421.
Wang, Z., Singh, S. N., L i, Y. J., Mishra, S., Ambrose, M. 2017. Effects of employees’ positive
affective displays on customer loyalty intentions: An emotions-as-social-information
perspective. Academy of Management Journal. 60(1). pp.109-129.
38 | P a g e

Yeh, C. H., Wang, Y. S. and Yieh, K., 2016. Predicting smartphone brand loyalty: Consumer
value and consumer-brand identification perspectives. International Journal of Information
Management. 36(3). pp.245-257.
Zhang, K. Z., Benyoucef 2016. Building brand loyalty in social commerce: The case of brand
microblogs. Electronic Commerce Research and Applications. 15. pp.14-25.
Zhao, Q., Chen, C. D. 2016. The effects of psychological ownership and TAM on social media
loyalty: An integrated model. Telematics and Informatics. 33(4) pp.959-972.
Online
7 Marketing Strategies to Improve Brand Loyalty. 2019. [Online]. Available Through:
<https://www.brandignity.com/2017/03/marketing-strategies-brand-loyalty/>.
Llyod, T., 2016. Emotion is Key to Driving Brand Loyalty. [Online]. Available Through:
<https://www.emotivebrand.com/brand-loyalty-flows-from-great-products-imbued-with-emotional-
significance/>.
Staff, J., 2017. Coca-Cola's Christmas ad: Holidays are coming. [Online]. Available Through:
<https://www.coca-cola.co.uk/stories/holidays-are-coming>.
PEPSI: NO CAN LEFT BEHIND BY AMV. 2019. [Online]. Available Through:
<https://www.thedrum.com/creative-works/project/amv-pepsi-no-can-left-behind>.
PR Pret-a-Porter. (2019). Case study: Coca-Cola’s Belgian Crisis. [online] Available at:
https://prpretaporter.wordpress.com/2012/09/07/case-study-coca-colas-belgian-crisis/ [Accessed
17 Jul. 2019].
Pepsi recovering slowly since pulling Kendall Jenner ad. 2017. [Online]. Available Through:
<https://today.yougov.com/topics/food/articles-reports/2017/04/19/pepsi-recovering-slowly-
pulling-kendall-jenner-ad>.
Coca Cola Instagram. 2019. [Online]. Available Through:
<https://www.instagram.com/cocacola/?hl=en>.
Pepsi CO Instagram. 2019. [Online]. Available Through:
<https://www.instagram.com/pepsi/?hl=en>.
Coca Cola Facebook page. 2019. [Online]. Available Through:
<https://www.facebook.com/Coca-Cola/>.
Pepsi Co Facebook page. 2019. [Online]. Available Through:
<https://www.facebook.com/PepsiCo/>.
Pepsi Co. About the company. 2019. [Online]. Available Through:
<https://www.pepsico.com/about/about-the-company>.
Coca Cola. 2019. [Online]. Available Through: <https://www.coca-colacompany.com/>.
Is Your Name On a Coke Bottle. 2019. [Online]. Available Through: <https://www.coca-
colacompany.com/stories/is-your-name-on-a-coke-bottle-find-out-here>.
39 | P a g e