Abstract -- 1. Introduction -- 2. Theoretical background -- 2.1. Emotional branding (Marc Gobé) -- 2.2. Pathos in Aristotle’s rhetoric theory -- 2.3. Persuasion theory -- 3. Research questions -- 4. Methodology -- 4.1. Content analysis -- 4.2. In-depth interviews -- 4.3. Social media research -- 5. Results -- 6. Discussion -- 7. Conclusion -- 8. References -- Appendix.