INFLUENCE OF EMOTIONAL MARKETING ON CUSTOMERS’ IDENTIFICATION WITH CHINESE LOCAL COSMETIC BRANDS
DOI:
https://doi.org/10.60101/rmuttgber.2024.275549Keywords:
Emotional Marketing, Chinese Local Cosmetics, Customer IdentificationAbstract
In the era of social media, brands are increasingly adopting emotional marketing strategies to enhance their competitiveness in the market. In brand marketing, incorporating emotional elements allows for better satisfaction of consumers’ psychological and emotional needs. People always find it hard to forget emotions that touch their hearts, or the feelings evoked by someone. Emotional marketing, as a non-traditional marketing strategy, can assist businesses in engaging in deeper communication with customers and establishing meaningful relationships, thereby inspiring their identification. Enhancing customer identification with the brand is crucial for the long-term development of an enterprise. This article seeks to provide an in-depth understanding of how emotional marketing affects customer identification with Chinese local cosmetics brands. Employing a quantitative approach, this study sampled 468 participants from online consumers of Chinese local cosmetics. Structural Equation Modeling (SEM) was utilized as a data analysis technique. The results of the study indicated that emotional marketing had a positive and significant impact on customer identification.
References
Ahearne, M., Mathieu, J., & Rapp, A. (2005). To empower or not to empower your sales force? an empirical examination of the influence of leadership empowerment behavior on customer satisfaction and performance. Journal of Applied psychology, 90(5), 945. https://doi.org/10.1037/0021-9010.90.5.945
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16, 74-94. https://doi.org/10.1007/BF02723327
Balaji, M. S., Jiang, Y., & Jha, S. (2021). Nanoinfluencer marketing: how message features affect credibility and behavioral intentions. Journal of Business Research, 136, 293-304. https://doi.org/10.1016/j.jbusres.2021.07.049
Berry, L. L., & Carbone, L. P. (2007). Building loyalty through experience management. Quality Progress, Spring, 40(9), 26-32.
Belén del Río, A., Vazquez, R., & Iglesias, V. (2001). The effects of brand associations on consumer response. Journal of consumer marketing, 18(5), 410-425. https://doi.org/10.1108/07363760110398808
Bin, S. (2023). Social Network emotional marketing influence model of consumers’ purchase behavior. Sustainability, 15(6), 5001. https://doi.org/10.3390/su15065001
Csikszentmihalyi, M. (2013). Flow: The psychology of happiness. Random House.
Curran, P. J., West, S. G., & Finch, J. F. (1996). The robustness of test statistics to nonnormality and specification error in confirmatory factor analysis. Psychological methods, 1(1), 16. https://doi.org/10.1037/1082-989X.1.1.16
Deshwal, P. (2015). Emotional marketing: sharing the heart of consumers. International Journal of Advanced Research in Management and Social Sciences, 4(11), 254-265.
DeVellis, R. F., & Thorpe, C. T. (2021). Scale development: theory and applications. Sage publications.
Dutton, J. E., Dukerich, J. M., & Harquail, C. V. (1994). Organizational images and member identification. Administrative Science Quarterly, 39(34): 239-263. https://doi.org/10.2307/2393235
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
Hashem, T. N., Nimer Ali, D. N., & Allan, D. M. (2020). Influence of emotional marketing on brand loyalty among females in the field of cosmetics: mediating role of customer satisfaction. International Journal of Management, 11(9). https://doi.org/10.34218/IJM.11.9.2020.120
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140. https://doi.org/10.1086/208906
Hossain, M. T., & Chonko, L. B. (2018). Relational communication and illusionary loyalty: moderating role of self-construal. Industrial Marketing Management, 69, 221-234. https://doi.org/10.1016/j.indmarman.2017.08.018
Ingham, G. K. (1971). Participation, Achievement, and Involvement on the job. Sociology, 5(3), 433-433. https://doi.org/10.1177/003803857100500328
Jiang, Y., Sun, Y., & Tu, S. (2023). Economic implications of emotional marketing based on consumer loyalty of mobile phone brands: the sequential mediating roles of brand identity and brandtrust. Technological and Economic Development of Economy, 29(4), 1318-1335. https://doi.org/10.3846/tede.2023.19278
Jin, L. (2006). Research on brand equity-driven model based on brand personality and brand identity. Journal of Beijing Technology and Business University (Social Science), 21(1), 38-43. https://doi.org/10.16299/j.1009-6116.2006.01.008
Keh, H. T., & Xie, Y. (2009). Corporate reputation and customer behavioral intentions: the roles of trust, identification, and commitment. Industrial Marketing Management, 38,732-742. https://doi.org/10.1016/j.indmarman.2008.02.005
Keller, K. L. (2001). Building customer-based brand equity: a blueprint for creating strong brands. MSI working paper (pp. 3–38).
Khuong, M. N., & Tram, V. N. B. (2015). The effects of emotional marketing on consumer product perception, brand awareness and purchase decision—A study in ho chi Minh City, Vietnam. Journal of Economics, Business and Management, 3(5), 524-530. https://doi.org/10.7763/JOEBM.2015.V3.240
Kujur, F., & Singh, S. (2018). Emotions as predictor for consumer engagement in YouTube advertisement. Journal of Advances in Management Research, 15(2), 184-197. https://doi.org/10.1108/JAMR-05-2017-0065
Li, J., & Li, J. K. (2005). Emotional Marketing. Economy & Management Publishing House.
Li, Y., Sun, J., & Zhu, L. (2023). Ethnic elements in Chinese cosmetic brands: an exploration of digital communication effects on the recognition of Chinese national identity. Telematics and Informatics Reports, 10, 100046. https://doi.org/10.1016/j.teler.2023.100046
Li, Z., & Zhang, J. (2023). How to improve destination brand identification and loyalty using short-form videos? the role of emotional experience and self-congruity. Journal of Destination Marketing & Management, 30, 100825. https://doi.org/10.1016/j.jdmm.2023.100825
Ma, Y. (2022). China’s share of global and APAC cosmetics market 2020-2021. Statista. https://www.statista.com/markets/415/topic/467/cosmetics-personal-care/#overview
Malhotra, N. K., Lopes, E. L., Veiga, R. T. (2014). Structural equation modeling with LISREL: an Initial Vision Brazilian. Journal of Marketing, 13(2): 35. https://doi.org/10.5585/remark.v13i2.2698
National Bureau of Statistics. (2023). The total retail sales of consumer goods increased by 8.2% in the first half of 2023. Retrieve from http://www.stats.gov.cn/sj/zxfb/202307/t20230715_1941269.html
Rageh Ismail, A., Melewar, T. C., Lim, L., & Woodside, A. (2011). Customer experiences with brands: literature review and research directions. The marketing review, 11(3), 205-225. https://doi.org/10.1362/146934711X589435
Sharma, A., & Sheth, J. N. (2004). Web-based marketing: The coming revolution in marketing thought and strategy. Journal of business research, 57(7), 696-702. https://doi.org/10.1016/S0148-2963(02)00350-8
Sirgy, M. J. (1985). Using self-congruity and ideal congruity to predict purchase motivation. Journal of Business Research, 13(3), 195-206. https://doi.org/10.1016/0148-2963(85)90026-8
Swinyard, W. R. (1993). The effects of mood, involvement, and quality of shopping experience on shopping intentions. Journal of Consumer Research, 271-280. https://doi.org/10.1086/209348
Tajfel, H., & Turner, J. C. (2004). The social identity theory of intergroup behavior. In Political psychology (pp. 276-293). Psychology Press.
Tang, L. (2023, May 10). China’s cosmetics market: beauty opportunities shared worldwide. International Business Daily, 003.
Wang, L. (2022). A study on emotional marketing strategy of physical bookstores based on value identification. Shangdong University, China.
Whetten, D. A., & Godfrey, P. C. (Eds.). (1998). Identity in organizations: building theory through conversations. Sage Publications.
Wong, A., & Sohal, A. S. (2006). Understanding the quality of relationships in consumer services: a study in retail environment. International Journal of Quality and Reliability Management, 23(3), 244-264. https://doi.org/10.1108/02656710610648215
Yang, C. (2022). Glocalization: New trends in visual identity design for international brands in The post-pandemic era.University of Macau, China.
Yoo, Y. J., & Park, Y. K. (2016). The effects of nonverbal communication of fast-food restaurant servers on customer loyalty-focusing on customer emotion and self-identification. Culinary science and hospitality research, 22(3), 166-182.
Zhao, F. (2021). Path mechanism of participatory marketing driving improvement of customer satisfaction: based on SWOT theory analysis. Journal of Commercial Economics, (01), 60-64. https://doi.org/CNKI:SUN:SYJJ.0.2021-01-015
Zhao, M, & Zhang, J. (2022). Emotional dissemination analysis in online events: a case study of Hongxing Erke’s “Wild Consumption”. Journalism & Communication, (09), 21-23. https://doi.org/CNKI:SUN:CYYT.0.2022-15-022
Zhang, Y., & Zhang, P. (2022). Research on The current situation of crossover marketing of IP under the perspective of “Guochao”: based on social network analysis. Shanghai Management Science, 44(06), 31-38. https://doi.org/CNKI:SUN:SGLK.0.2022-06-006
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 ญิงซี ลิว, สุคนธ์ทิพย์ วงศ์พันธ์
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของผู้นิพนธ์
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยเทคโนโลยีราชมงคลธัญบุรี และคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
