Akademik Veri Yönetim Sistemi
5th International Congress of New Searches in Multidisciplinary Studies, 6 - 07 Aralık 2025, ss.116-123, (Tam Metin Bildiri)
The researcher conducting this study is evaluating how feelings affect Mercedes-Benz’s marketing plan, specifically its advertising campaigns created between the years 2023 – 2025. The researcher has analyzed how throughout those three years, Mercedes-Benz have created not just cars but also experiences of luxury, comfort, safety, and success. The research uses a qualitative approach to identify the emotional engineering strategies within these advertising campaigns by looking specifically through Shuichi Fukuda’s Emotional Engineering Model. Emotional Engineering involves combining cognitive, motivational, executive, instinctual, and behavioral considerations in order to develop emotional connections between products and people. The objectives of this study are: identify affective design strategies used by Mercedes-Benz in its advertising campaigns; determine how the advertisements may have affected consumer behavior; and determine where the Mercedes-Benz brand stands within the automotive marketplace and how it differs from its competitors. Through qualitative analysis of advertisements, findings reveal that Mercedes-Benz has combined technology with heritage, sustainability, health and wellness, and person-to-person relationships to build their emotionally driven brand messages. As evidenced by these findings, Mercedes-Benz's marketing communications and business model align closely with the principles of emotional engineering; specifically, in the areas of emotional motivation, instinctual fulfillment of wants, and retention of long-term loyalty from consumers. The results also indicate that Mercedes-Benz's branding has undergone a transition from emphasizing the brand's heritage through storytelling (2023) to focusing on building relationships (2024) and luxury associated with identity (2025).