Economic implications of emotional marketing based on consumer loyalty of mobile phone brands: the sequential mediating roles of brand identity and brand trust
Abstract
With the advent of digital technology and social media, mobile phone companies are increasingly turning to emotional marketing to appeal to consumers’ inner preferences. The purpose of this study is to examine the economic consequences of emotional marketing on customer loyalty, while taking into account the mediating variables of brand identity and brand trust. By surveying 647 digitally-savvy consumers in China, the proposed model was empirically validated. The results suggest that emotional marketing plays a crucial role in fostering consumer loyalty towards mobile phone brands, and that brand identity and brand trust play sequential mediating roles in the impact of emotional marketing on consumer loyalty. This research enhances our understanding of emotional marketing and consumer loyalty, and offers valuable insights for mobile phone brands seeking to implement effective emotional marketing strategies.
Keyword : emotional marketing, brand identity, brand trust, consumer loyalty, economic impact
How to Cite
Jiang, Y., Sun, Y., & Tu, S. (2023). Economic implications of emotional marketing based on consumer loyalty of mobile phone brands: the sequential mediating roles of brand identity and brand trust . Technological and Economic Development of Economy, 29(4), 1318–1335. https://doi.org/10.3846/tede.2023.19278
This work is licensed under a Creative Commons Attribution 4.0 International License.
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Babaei, V. P., Zanjirchi, S. M., & Bani, M. N. (2017). Emotional intelligence and marketing effectiveness. International Journal of Information, Business and Management, 9(4), 167–174.
Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184–206. https://doi.org/10.1177/0092070399272005
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Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
Cachero-Martínez, S., & Vázquez-Casielles, R. (2021). Building consumer loyalty through e-shopping experiences: The mediating role of emotions. Journal of Retailing and Consumer Services, 60(1), 1–10. https://doi.org/10.1016/j.jretconser.2021.102481
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Deshwal, P. (2015). Emotional marketing: Sharing the heart of consumers. International Journal of Advanced Research in Management and Social Science, 4(11), 254–265.
Diallo, M. F., Moulins, J. L., & Roux, E. (2020). Unpacking brand loyalty in retailing: A three-dimensional approach to customer–brand relationships. International Journal of Retail & Distribution Management, 49(2), 204–222. https://doi.org/10.1108/IJRDM-03-2020-0115
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Elbedweihy, A. M., Jayawardhena, C., Elsharnouby, M. H., & Elsharnouby, T. H. (2016). Customer relationship building: The role of brand attractiveness and consumer–brand identification. Journal of Business Research, 69(8), 2901–2910. https://doi.org/10.1016/j.jbusres.2015.12.059
Feig, B. (2006). Hot button marketing: Push the emotional buttons that get people to buy. Adams Media.
Gorn, G. J. (1982). The effects of music in advertising on choice behavior: A classical conditioning approach. Journal of Marketing, 46(1), 94–101. https://doi.org/10.1177/002224298204600109
Guerra-Tamez, C. R., & Franco-García, M. L. (2022). Influence of flow experience, perceived value and CSR in craft beer consumer loyalty: A comparison between Mexico and the Netherlands. Sustainability, 14(13), 8202. https://doi.org/10.3390/su14138202
He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648–657. https://doi.org/10.1016/j.jbusres.2011.03.007
Hollebeek, L. D., & Macky, K. (2019). Digital content marketing’s role in fostering consumer engagement, trust, and value: framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45(1), 27–41. https://doi.org/10.1016/j.intmar.2018.07.003
Hur, W. M., Kim, Y., & Park, K. (2013). Assessing the effects of perceived value and satisfaction on customer loyalty: A “green” perspective. Corporate Social Responsibility & Environmental Management, 20(3), 146–156. https://doi.org/10.1002/csr.1280
Ibrahim, B., Aljarah, A., & Sawaftah, D. (2021). Linking social media marketing activities to revisit intention through brand trust and brand loyalty on the coffee shop Facebook pages: Exploring sequential mediation mechanism. Sustainability, 13(4), 2277–2291. https://doi.org/10.3390/su13042277
Ibrahim, B. (2021). Social media marketing activities and brand loyalty: A meta-analysis examination. Journal of Promotion Management, 1–31. https://doi.org/10.1080/10496491.2021.1955080
Izard, C. E. (2013). Human emotions. Springer Science & Business Media.
Jahn, B., & Kunz, W. H. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344–361. https://doi.org/10.1108/09564231211248444
Jenblat, O. (2018). Council post: Let’s get emotional: The future of online marketing. Forbes. https://www.forbes.com/sites/forbesagencycouncil/2018/02/26/lets-get-emotional-the-future-of-online-marketing/?sh=1d8f1a614d0c
Jin, L. Y. (2006). A brand equity driving model based on brand personality and brand identification. Journal of Beijing Technology and Business University (Social Science), 21(1), 38–43 (in Chinese). https://doi.org/10.16299/j.1009-6116.2006.01.008
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171. https://doi.org/10.1080/20932685.2010.10593068
Koay, K. Y., Cheah, C. W., & Chang, Y. X. (2022). A model of online food delivery service quality, customer satisfaction and customer loyalty: A combination of PLS-SEM and NCA approaches. British Food Journal, 124(12), 4516–4532. https://doi.org/10.1108/BFJ-10-2021-1169
Lam, S. K., Ahearne, M., Mullins, R., Hayati, B., & Schillewaert, N. (2013). Exploring the dynamics of antecedents to consumer–brand identification with a new brand. Journal of the Academy of Marketing Science, 41(2), 234–252. https://doi.org/10.1007/s11747-012-0301-x
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 344–359. https://doi.org/10.1287/isre.13.3.334.81
Park, H., & Kim, Y.-K. (2016). Proactive versus reactive apparel brands in sustainability: Influences on brand loyalty. Journal of Retailing and Consumer Services, 29(2), 114–122. https://doi.org/10.1016/j.jretconser.2015.11.013
Shahid, S., Paul, J., Gilal, F. G., & Ansari, S. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology & Marketing, 39(7), 1398–1412. https://doi.org/10.1002/mar.21661
Sun, T. (2016). The effect of content marketing on consumers’ purchase intentions [Unpublished MA dissertation]. Harbin Institute of Technology, Heilongjiang, China.
Weinlich, P., & Semerádová, T. (2022). Emotional, cognitive and conative response to influencer marketing. New Techno Humanities, 2(1), 59–69. https://doi.org/10.1016/j.techum.2022.07.004
Wu, M. (2013). Structural equation model: Advanced Amos practice. Chongqing University Press.
Xu, X. (2020). Examining the role of emotion in online consumer reviews of various attributes in the surprise box shopping model. Decision Support Systems, 136, 113344. https://doi.org/10.1016/j.dss.2020.113344