Function Mechanism of Emotional Appeal in Marketing Communication on Brand Loyalty

Abstract

This paper explains the function mechanism of emotional appeal in marketing communication and its relevance to brand loyalty. Emotional appeal is, therefore, a concept under the reach for marketing communications that seeks to appeal to consumers' emotions to encourage a tight bond between consumers and brands. The emotional appeal retailing strategy demonstrated in the study discusses the effects brought about by the appeal, its impact on the consumers, and how they can lead to brand loyalty. By reviewing the current paper's extant theories and empirical evidence, this paper has explained the complex association between emotional appeal and brand loyalty, which offers insight for marketers intending to establish long-term consumer relationships.