The Role of Emotions in Marketing
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Emotional bonding generates stronger and more resilient customer loyalty.
“Emotional bonding, referring to customers' psychological attachment to a firm's identity, values, or service experiences, has been shown to generate stronger and more resilient customer loyalty (Hendri Khuan et al., 2023;Bagozzi et al., 1999;Thomson et al., 2005).”
From The MEDIATING ROLE OF CUSTOMER SATISFACTION IN THE RELATIONSHIP BETWEEN TRUST, EMOTIONAL BONDING, AND LOYALTY: EMPIRICAL EVIDENCE FROM AN SME AUTOMOTIVE WORKSHOP (2026) · cites this paper as Bagozzi et al., 1999
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“Emotions have awakened the interest of researchers for quite some time (Bagozzi et al., 1999; Kranzbühler et al., 2020).”
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- Authors
- Bagozzi, R. P., Gopinath, M., & Nyer, P. U.
- Affiliations
- University of Michigan (US)
- Tulane University (US)
- Chapman University (US)
- Venue
- Journal of the Academy of Marketing Science
- Published
- 1999-04-01
- Volume
- 27
- Issue
- 2
- Pages
- 184-206
- ISSN
- 0092-0703 (ISSN-L)
- OpenAlex
- W1972570464
- Cited by
- 3,349
- References
- 11
- Citations by year
- 2026: 216 · 2025: 230 · 2024: 166 · 2023: 203 · 2022: 190 · 2021: 212 · 2020: 177 · 2019: 185 · 2018: 175 · 2017: 162 · 2016: 156 · 2015: 159 · 2014: 168 · 2013: 135 · 2012: 116
- FWCI
- 46.41
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of the Academy of Marketing Science (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Sociology and Political Science › Consumer Behavior and Market Dynamics
- Keywords
- emotions in marketing, appraisal theory of emotion, affect, mood, consumer attitudes, emotion measurement, arousal, consumer response, cognitive processes, volition, goal-directed behavior, helping behavior, customer satisfaction
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