The Influence of Emotional Branding on Consumer Loyalty in Fashion Retail

Competition in the Russian market of the domestic fashion industry with foreign and global brands forces Russian marketers to look for new ways to offer an emotional impact on consumers. But most companies are not able to correctly identify emotional factors and get the desired results. This work is devoted to identifying factors of emotional motivation that significantly affect consumer loyalty on the example of the company «1001 dress». A model of emotional branding was constructed using methods of factor analysis. The index analysis of consumer utility, using the CES-function, allowed to form an integral loyalty indicator that connects 8 characteristics of consumer behavior. Based on the developed CES-index and using cluster analysis, the structure of consumer distribution by loyalty level was determined and the current value of customers in the selected groups was indicated. Based on the results of constructing a multiple regression model, it was proved that all factors of emotional motivation have a statistically significant impact on the process of loyalty formation. The presented results can be used in making management decisions to activate consumer behavior and increase the profitability of marketing of the company «1001 dress».