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Help: Maketing Dissertation Research Methodology
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I'm having some problems in targeting my dissertation and defining it effectively in order to achieve measurable results. My main theories are related to below the line marketing, emotional branding and youth culture.
My title is: An investigation into the value of emotional branding. Does creativity in marketing and advertising hold more worth than capital?
My Hypothesis is: Investment in a strong and creative below the line advertising and marketing campaign is a better investment than a high visibility above the line marketing campaign.
Basically, I'm interested in the rise of Red Bull as a powerful brand and the way in which they did this through cultivating their target market into reliable and enthusiastic consumers who respect their brand. And they didn't do this through TV adverts and Billboards (although they used some). It was more through events, sponsorship and academies and relating to their audience.
If anyone can give me some ideas on how to measure this then I'd appreciate it immensely. Or even help me to tweak my hypothesis/title.
Thanks so much in advance