International Journal For Multidisciplinary Research

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Influence of Emotional Marketing on Brand Loyalty among Females in the Field of Cosmetics

Author(s) Shubranshu Verma
Country India
Abstract The purpose of this study is to investigate the influence of emotional marketing on brand loyalty among female consumers in the field of cosmetics. Emotional marketing is a powerful tool that marketers use to create positive emotional associations with their brands, and research has shown that it can have a significant impact on consumer behaviour, including brand loyalty.
The study will be conducted using a quantitative research approach, and data will be collected through a questionnaire that will be distributed to a sample of females who regularly purchase cosmetic products. The questionnaire will consist of multiple choice questions that will explore the participants' perceptions of emotional marketing, the emotional connections they have with cosmetic brands, and their level of brand loyalty.
The literature review shows that emotional marketing is a crucial factor in creating strong emotional connections with consumers and building brand loyalty. In the cosmetic industry, emotional marketing strategies have been shown to be particularly effective in engaging female consumers, who make up the majority of cosmetic product purchasers. Emotional marketing strategies that are most effective for cosmetic brands include creating emotional connections with consumers through storytelling, using social media to engage with consumers, and using visual and sensory elements in marketing campaigns.
Research has also shown that brand loyalty is positively influenced by emotional connections between consumers and brands. Emotional connections can be created through various emotional marketing strategies such as brand personality, storytelling, experiential marketing, and visual and sensory elements.
The study aims to identify the most effective emotional marketing strategies for building brand loyalty among female consumers in the cosmetic industry. By analysing the data collected through the questionnaire, the study will explore the relationship between emotional marketing and brand loyalty, and identify which emotional marketing strategies are most effective in building brand loyalty among female consumers in the cosmetic industry.
The results of the study will have significant implications for cosmetic brands, as they can use the findings to develop marketing strategies that can help them build strong emotional connections with female consumers and increase their brand loyalty. The study will also contribute to the existing body of knowledge on emotional marketing and brand loyalty, particularly in the context of the cosmetic industry.
In conclusion, this study will provide valuable insights into the influence of emotional marketing on brand loyalty among female consumers in the cosmetic industry. By identifying the most effective emotional marketing strategies for building brand loyalty, the study will help cosmetic brands develop more effective marketing campaigns that can engage female consumers and create long-lasting emotional connections with their brands.
Keywords Emotional Marketing, Band Loyalty, Females, Cosmetics, Consumer Behaviour, Marketing Campaigns.
Field Business Administration
Published In Volume 5, Issue 3, May-June 2023
Published On 2023-05-21
Cite This Influence of Emotional Marketing on Brand Loyalty among Females in the Field of Cosmetics - Shubranshu Verma - IJFMR Volume 5, Issue 3, May-June 2023. DOI 10.36948/ijfmr.2023.v05i03.3147
DOI https://doi.org/10.36948/ijfmr.2023.v05i03.3147
Short DOI https://doi.org/gr9r38
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