International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Influence of Emotional Marketing and Brand Loyalty of Cosmetics Products

Author(s) Muhammed Rafi K K, Edakkotte Shaji
Country India
Abstract This study explores the nexus between emotional marketing and brand loyalty in the cosmetics industry, considering customer satisfaction as an intermediary factor. Emotion, a subjective and private facet, is integral to decision-making, imparting intangible value to products. The global cosmetics market's exponential growth underscores the sector's significance. Leveraging emotional marketing strategies, such as advertising, nostalgia, repeated purchases, luxury, and curiosity, can foster brand loyalty and customer satisfaction. A sample survey method involving 247 cosmetics customers in Kozhikode district forms the basis of this descriptive study. Marital status influences cosmetics usage types, emphasizing targeted marketing, while age and geographical location exhibit inconclusive impacts on emotional marketing factors. This study provides insights for marketers to build emotional connections, urging further exploration of specific emotional triggers and industry nuances to refine strategies in the dynamic cosmetics marketplace. The research establishes that emotional marketing significantly influences brand loyalty and customer satisfaction in the cosmetics sector.
Keywords Emotion, Emotional Marketing, Brand Loyalty, Cosmetics Products
Published In Volume 6, Issue 3, May-June 2024
Published On 2024-06-13
Cite This Influence of Emotional Marketing and Brand Loyalty of Cosmetics Products - Muhammed Rafi K K, Edakkotte Shaji - IJFMR Volume 6, Issue 3, May-June 2024. DOI 10.36948/ijfmr.2024.v06i03.22523
DOI https://doi.org/10.36948/ijfmr.2024.v06i03.22523
Short DOI https://doi.org/gtzjhm
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