The Impact of Emotional Marketing on Consumers' Purchase Intention: A Case Study of Jellycat

Abstract

This study examines the context of the 21st century where markets are bombarded with a plethora of products. Marketers want to promote their products. However, it is a thing of the past when the quality of a product alone can make customers buy it. As people's standard of living rises, customers will always be attracted to products that connect with them emotionally. Salespeople are realizing that for them to position and sell their products, they need to understand what consumers want and how they can emotionally resonate with them. Consequently, in the 21st century, a new marketing approach has emerged in marketing, namely emotional marketing. This research is very meaningful for marketing tools and models and shows the importance of emotional marketing at this stage. This study focuses on the brand Jellycat as an example to study the importance of emotional marketing and how to implement emotional marketing. Literature analysis was used to find and read relevant information and literature, the advantage of this method is that it can well analyse the content of previous research and the case of Jellycat, but also can well explain and synthesize the data analysis, which is conducive to the research. This study's primary goal is to clarify the significance of emotional marketing how it is divided into parts and how it is implemented. To achieve the objective, a case study of Jellycat, a literature review, data analysis, and integration of the case was conducted.