University of Twente Student Theses
The Role of Emotional Branding in Shaping Consumer Perceptions and Loyalty in the Cosmetics Industry
Shakibapour Tabrizi, Meysa (2025) The Role of Emotional Branding in Shaping Consumer Perceptions and Loyalty in the Cosmetics Industry.
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| Abstract: | This study explores how the emotional branding strategies, storytelling and brand personality, shape consumer perception and loyalty in the cosmetics industry. Using a mixed-method approach, in which facial expressions of participants were detected using the iMotions software while the participants watched selected advertisements from the popular cosmetic brands Dove and Rare Beauty, which included storytelling and brand personality elements, followed by in-depth interviews. The findings show that storytelling evoked stronger emotional responses, when it was perceived as authentic and relatable. It evoked feelings of joy, which are highly associated with brands’ warmth, competence, and trustworthiness. Brand personality was only effective when it was perceived as sincere. Emotional responses worked as mediators between the branding approaches and brand perception. However, this study shows that emotional branding efforts alone are not sufficient to build long-term consumer loyalty. Other factors, such as product quality and price, remain the main aspects that can lead to repeat purchases. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/106581 |
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