Emotion in Action: A Thematic Study of How Build Loyalty Through Emotional Marketing

Abstract

This thesis explores the role of emotional marketing in shaping consumer loyalty, focusing on how emotional strategies influence long-term consumer-brand relationships. Drawing on a qualitative research design and secondary data, the study conducts a comparative analysis of three globally recognized brands: Dove, Nike, and Apple, each of which has successfully leveraged emotional marketing to build and sustain loyalty across different consumer demographics and market contexts. The research is grounded in key psychological and marketing theories, including Maslow’s hierarchy of needs, affective events theory, emotional attachment theory, and the dual-process model of brand loyalty. Through thematic analysis, the study identifies four recurring emotional mechanisms: identity alignment, authentic storytelling, emotional continuity, and social resonance. These themes were evident across all three case studies and found to be central to the creation of both attitudinal and behavioral loyalty. Findings suggest that emotional marketing is most effective when it aligns with the consumer’s self- concept, reflects shared values, and is perceived as consistent and authentic over time. Campaigns that evoke self-transcendent emotions, such as pride, empathy, or empowerment, were particularly effective in fostering brand attachment and advocacy. The study offers theoretical contributions by advancing a multidimensional view of emotional loyalty and providing insight into how emotional branding strategies can be adapted across identity narratives and industry sectors. Practical recommendations are provided for marketers, including the importance of emotional coherence, psychographic targeting, cultural adaptability, and emotion-driven performance monitoring. Emotional marketing emerges as a powerful and ethically significant strategy for cultivating deep, lasting consumer loyalty. It is not merely a tactic to drive short-term engagement, but a relational framework that embeds brands into the emotional and symbolic lives of consumers.