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Cited by 15Consumer Behavior in Brand Consumption and IdentificationMarketing and Advertising StrategiesCustomer Service Quality and Loyalty

The DOI matches its Crossref record; 27 of the 27 references it cites were found in a registry or an index.

ECONOMIC IMPLICATIONS OF EMOTIONAL MARKETING BASED ON CONSUMER LOYALTY OF MOBILE PHONE BRANDS: THE SEQUENTIAL MEDIATING ROLES OF BRAND IDENTITY AND BRAND TRUST

Open access
Jiang, Yaping, Sun, Yanyan, Tu, Shibo·2023·Technological and Economic Development of Economy
DOI 10.3846/tede.2023.19278
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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.

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Cites

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Citations

Cites

Research works printed but not linked: 6

  1. Consoli, D. (2010). A new concept of marketing: The emotional marketing. BRAND. Board Research in Accounting, Negotiation, and Distribution, 1(1), 52-59.
  2. Deshwal, P. (2015). Emotional marketing: Sharing the heart of consumers. International Journal of Advanced Research in Management and Social Science, 4(11), 254-265.
  3. Izard, C. E. (2013). Human emotions. Springer Science & Business Media.
  4. 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 · DOI
  5. Sun, T. (2016). The effect of content marketing on consumers' purchase intentions [Unpublished MA dissertation]. Harbin Institute of Technology, Heilongjiang, China.
  6. Wu, M. (2013). Structural equation model: Advanced Amos practice. Chongqing University Press.

Cited by

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Metadata

Authors
Jiang, Y., Sun, Y., & Tu, S.
Affiliations
Shanghai Normal University Tianhua College (CN)
ORCID
Venue
Technological and Economic Development of Economy
Publisher
Vilnius Gediminas Technical University
Published
2023-08-24
Volume
29
Issue
4
Pages
1318-1335
ISSN
  • 1392-8619 (ISSN-L)
  • 2029-4913
  • 2029-4921
DOI
10.3846/tede.2023.19278
OpenAlex
W4386149841
Cited by
15
References
27
Citations by year
2026: 8 · 2025: 4 · 2024: 3
FWCI
3.97
Type
journal article
Language
en
Open access
Licence
cc-by
Locations
  • Technological and Economic Development of Economy (publishedVersion, cc-by)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
Keywords
emotional marketing, customer loyalty, mobile phone brands, brand identity, brand trust, serial mediation, economic implications, digital consumers, social media marketing

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Data sources

Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.