International Conference on Sustainable and Economic Integration "Exploring the Role of Emotional Branding in Shaping Consumer Loyalty in the E-Commerce Sector"

Abstract

In the rapidly evolving e-commerce sector, emotional branding has emerged as a pivotal strategy for fostering consumer loyalty. This study explores the role of emotional branding in shaping long-term customer relationships and driving brand loyalty within online retail platforms. By employing a mixed-method approach, data were collected from 450 e-commerce consumers across various age groups and regions. The findings reveal that emotional branding significantly enhances consumer attachment to a brand, increases brand recall, and positively influences repeat purchase behavior. Furthermore, the study highlights the importance of brand authenticity, storytelling, and emotional resonance in cultivating trust and loyalty in a highly competitive digital marketplace. The results suggest that e-commerce brands leveraging emotional connections with consumers can achieve greater retention rates and long-term business sustainability. Implications for marketing strategies in the digital space and future research directions are also discussed.