The influence of Emotional Branding on Consumer Loyalty

Rudenko Victoria. The influence of Emotional Branding on Consumer Loyalty Annotation. The research was conducted on the example of Russian children's cosmetics market. Relevance of the topic caused by current market situation as well as the increased interest of scientists and practitioners to the subject of emotional branding and its influence on loyalty. The purpose of master thesis is to identify the presence or absence of relationship between emotional branding and customer loyalty. Learning and using of emotional branding has been rapidly developed, because the question of effectively attraction of consumers today is greatest. Existing tools to attract do not work effectively or do not work at all. Gaps still exist in that emotional branding influence was not be considered for behavioral and attitudinal loyalty separately for quite vulnerable consumer audience, such as young mothers. The object of this study are the consumers, and the subject - customer loyalty, their attitude to the brand and consumer behavior. In paper three hypotheses were advanced, and the results of the study confirmed the first hypothesis. That means that children's cosmetics market in Russia is characterized by the influence of emotional branding both attitudinal and behavioral loyalty. Keywords: Branding, emotional branding, attitudinal loyalty, behavioral loyalty, brand communication, children's cosmetics.