EMOTIONAL BRANDING: HOW CUSTOMER LOYALTY AND AFFECTION ARE FORMED

UDC 658.8
DOI: 10.36871/ek.up.p.r.2025.05.07.023

Authors

Magomed V. Abubakarov,
Chechen State Pedagogical University
Rustam A. Yalmaev,
Chechen State University named after A. A. Kadyrov
Hava U. Midaeva,
Grozny State Petroleum Technical University named after Academician M. D. Millionshchikov

Abstract

This article explores the concept of emotional branding as one of the most effective ways to establish customer loyalty and attraction. The researcher examines how feelings turn into a key aspect of consumer choice, and explains why logical arguments take a back seat to emotional impressions.
The study explains the meaning and fundamentals of emotional branding, its differences from classical brand-building techniques, as well as the likely dangers and failures in the formation of an emotional relationship with the target audience. The emphasis is placed on the practical analysis of successful cases of enterprises that, thanks to the skillful application of emotions, were able to gain the trust of a huge number of customers.
In the final part, the importance of authenticity, consistency and respect for the inner world of consumers is emphasized in order to form a lasting emotional brand in modern market conditions.

Keywords

emotional branding, loyalty, consumer behavior, values, needs, audience engagement, customer trust