THE INFLUENCE OF EMOTIONAL BRANDING TO CUSTOMER LOYALTY: A QUALITATIVE ASSESSMENT

• Main Author: Dinda Fresiana, Anisa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49523
• Institution: Institut Teknologi Bandung

Nowadays, Businesses or brands collaborate with their customers to fulfill their desires and aspirations. The cosmetic industry in Indonesia is competing to create a product and service which are demanded by customers. It means that the competition within cosmetic industry will continue to grow more intense. The objective of the research is to assess whether there is a relationship between four elements of emotional branding; namely Relationship, Sensorial Experience, Imagination, and Vision; to consumer loyalty. Therefore, the results of this research can be used to develop a strategy that might keep a customer loyal to a business or brand. This research is conducted by using qualitative grounded theory through a semi-structured in- depth interview. The criteria for the interviewees are: using Make Over product for two years minimum and buying at least two products a year. In Vivo Coding, Pattern Coding, Categorizing, and Subcategorizing are used in analyzing qualitative data while to verify the data, triangulation, discriminant sampling, and the constant comparative method are used. This research is also supported by writing analytic memo to support the development of Gobe’s theory about the elements of emotional branding and entity-relationship diagram is used to visualize the data. The findings are only three of four emotional branding elements; Relationship, Sensorial Experience, and Imagination have relation to customer loyalty. After the development of Gobe's theory has been done, from the elements of emotional branding comes the formation of consumer loyalty. The research will contribute to both practitioners and academics. This research provides practitioners a degree of understanding, insight, and benefits, specifically for brands or businesses in the cosmetics industry to apply the emotional branding elements discussed in this research and decide which elements to be improved following the brands or businesses competitive advantages. While for academics, this research fills the literature gap by developing theories for the establishment of customer loyalty through the elements of emotional branding which have been assessed and provides insights on the depiction of how emotional branding is applied in brands or businesses.