Influence of Emotional Marketing on Brand Loyalty Among Females in the Field of Cosmetics: Mediating Role of Customer Satisfaction

Abstract

People can forget what someone said or did but they very rarely forget the emotions which were raised in them or how someone made them feel. From that point, the role of emotional marketing here appears as means of communicating with consumers or users and developing meaningful relationships with them, allowing for the development of satisfaction and loyalty among them. Therefore, organizations may feel a bit worried about whether their brand and its emotional impact on customers. Current study sought to examine the influence of emotional marketing (EM) on brand loyalty though the mediating role of customer satisfaction. Through employing the quantitative approach; a questionnaire was distributed on (239) customer gained from malls, commercial complexes and retail stores in Jordan. Results of study indicated that emotional marketing focuses on the role of emotions in upgrading the business, directly to the customer's situation, impressions and aspirations, which translates into customer loyalty to the brand for a long time which is attributed to their satisfaction both emotionally and rationally of the brand and the service they get as end users. Study recommended examining the influence of emotional marketing on brand equity and how emotions-based marketing can be useful for the brand equity.

Keywords: Emotional Marketing, Brand, Brand Loyalty, Customer Satisfaction