Conceptual Investigation of the Relationship between Emotional Marketing and Brand Love

Abstract

The current research aims to show the relationship between emotional marketing in its dimensions (the best purchase decision, the best type of marketing, factors affecting the purchase decision and emotional factors) in consumers' love of the brand. The researchers have reached a number of results, most notably the existence of a theoretical relationship of emotional marketing with its dimensions in consumer love towards the brand. Therefore, one of the most prominent conclusions of the research is that emotional marketing plays a major role in achieving consumer love towards the brand.