Economic implications of emotional marketing based on consumer loyalty of mobile phone brands: the sequential mediating roles of brand identity and brand trust

    Yaping Jiang   Affiliation
    ; Yanyan Sun Affiliation
    ; Shibo Tu Affiliation


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.

Keyword : emotional marketing, brand identity, brand trust, consumer loyalty, economic impact

How to Cite
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 brand trust . Technological and Economic Development of Economy, 29(4), 1318–1335.
Published in Issue
Aug 24, 2023
Abstract Views
PDF Downloads
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.


Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559–572.

Babaei, V. P., Zanjirchi, S. M., & Bani, M. N. (2017). Emotional intelligence and marketing effectiveness. International Journal of Information, Business and Management, 9(4), 167–174.

Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184–206.

Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 36(3), 421–458.

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.

Cachero-Martínez, S., & Vázquez-Casielles, R. (2021). Building consumer loyalty through e-shopping experiences: The mediating role of emotions. Journal of Retailing and Consumer Services, 60(1), 1–10.

Cheung, M. L., Leung, W. K., Cheah, J. H., & Ting, H. (2022). Exploring the effectiveness of emotional and rational user-generated contents in digital tourism platform. Journal of Vacation Marketing, 28(2), 152–170.

Consoli, D. (2010). A new concept of marketing: The emotional marketing. BRAND. Board Research in Accounting, Negotiation, and Distribution, 1(1), 52–59.

Deshwal, P. (2015). Emotional marketing: Sharing the heart of consumers. International Journal of Advanced Research in Management and Social Science, 4(11), 254–265.

Diallo, M. F., Moulins, J. L., & Roux, E. (2020). Unpacking brand loyalty in retailing: A three-dimensional approach to customer–brand relationships. International Journal of Retail & Distribution Management, 49(2), 204–222.

Ding, C. G., & Tseng, T. H. (2015). On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, 49(7–8), 994–1015.

Elbedweihy, A. M., Jayawardhena, C., Elsharnouby, M. H., & Elsharnouby, T. H. (2016). Customer relationship building: The role of brand attractiveness and consumer–brand identification. Journal of Business Research, 69(8), 2901–2910.

Feig, B. (2006). Hot button marketing: Push the emotional buttons that get people to buy. Adams Media.

Gorn, G. J. (1982). The effects of music in advertising on choice behavior: A classical conditioning approach. Journal of Marketing, 46(1), 94–101.

Guerra-Tamez, C. R., & Franco-García, M. L. (2022). Influence of flow experience, perceived value and CSR in craft beer consumer loyalty: A comparison between Mexico and the Netherlands. Sustainability, 14(13), 8202.

He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648–657.

Hollebeek, L. D., & Macky, K. (2019). Digital content marketing’s role in fostering consumer engagement, trust, and value: framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45(1), 27–41.

Hur, W. M., Kim, Y., & Park, K. (2013). Assessing the effects of perceived value and satisfaction on customer loyalty: A “green” perspective. Corporate Social Responsibility & Environmental Management, 20(3), 146–156.

Ibrahim, B., Aljarah, A., & Sawaftah, D. (2021). Linking social media marketing activities to revisit intention through brand trust and brand loyalty on the coffee shop Facebook pages: Exploring sequential mediation mechanism. Sustainability, 13(4), 2277–2291.

Ibrahim, B. (2021). Social media marketing activities and brand loyalty: A meta-analysis examination. Journal of Promotion Management, 1–31.

Izard, C. E. (2013). Human emotions. Springer Science & Business Media.

Jahn, B., & Kunz, W. H. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344–361.

Jenblat, O. (2018). Council post: Let’s get emotional: The future of online marketing. Forbes.

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).

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.

Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171.

Koay, K. Y., Cheah, C. W., & Chang, Y. X. (2022). A model of online food delivery service quality, customer satisfaction and customer loyalty: A combination of PLS-SEM and NCA approaches. British Food Journal, 124(12), 4516–4532.

Lam, S. K., Ahearne, M., Mullins, R., Hayati, B., & Schillewaert, N. (2013). Exploring the dynamics of antecedents to consumer–brand identification with a new brand. Journal of the Academy of Marketing Science, 41(2), 234–252.

McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 344–359.

Park, H., & Kim, Y.-K. (2016). Proactive versus reactive apparel brands in sustainability: Influences on brand loyalty. Journal of Retailing and Consumer Services, 29(2), 114–122.

Shahid, S., Paul, J., Gilal, F. G., & Ansari, S. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology & Marketing, 39(7), 1398–1412.

Sun, T. (2016). The effect of content marketing on consumers’ purchase intentions [Unpublished MA dissertation]. Harbin Institute of Technology, Heilongjiang, China.

Weinlich, P., & Semerádová, T. (2022). Emotional, cognitive and conative response to influencer marketing. New Techno Humanities, 2(1), 59–69.

Wu, M. (2013). Structural equation model: Advanced Amos practice. Chongqing University Press.

Xu, X. (2020). Examining the role of emotion in online consumer reviews of various attributes in the surprise box shopping model. Decision Support Systems, 136, 113344.