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INFLUENCE OF EMOTIONAL MARKETING ON BRAND LOYALTY AMONG

FEMALES IN THE FIELD OF COSMETICS: MEDIATING ROLE OF
CUSTOMER SATISFACTION

Article in INTERNATIONAL JOURNAL OF MANAGEMENT · September 2020

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International Journal of Management (IJM)
Volume 11, Issue 9, September 2020, pp. 1245-1260, Article ID: IJM_11_09_120
Available online at http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=9
ISSN Print: 0976-6502 and ISSN Online: 0976-6510
7DOI: 10.34218/IJM.11.9.2020.120

© IAEME Publication Scopus Indexed

INFLUENCE OF EMOTIONAL MARKETING

ON BRAND LOYALTY AMONG FEMALES
IN THE FIELD OF COSMETICS:
MEDIATING ROLE OF CUSTOMER
SATISFACTION
Tareq Nael Hashem
Associate Professor, Marketing Head Department, Isra University,
Amman, Jordan

Dr. Nafez Nimer Ali

Marketing Head Department, Business College,Al Zaytoonh
University of Jordan, Jordan

Dr. Mahmoud Allan

Marketing Department, Business College, Al Zaytoonh
University of Jordan, Jordan

ABSTRACT
People can forget what someone said or did but they very rarely forget the
emotions which were raised in them or how someone made them feel. From that point,
the role of emotional marketing here appears as means of communicating with
consumers or users and developing meaningful relationships with them, allowing for
the development of satisfaction and loyalty among them. Therefore, organizations may
feel a bit worried about whether their brand and its emotional impact on customers.
Current study sought to examine the influence of emotional marketing (EM) on brand
loyalty though the mediating role of customer satisfaction. Through employing the
quantitative approach; a questionnaire was distributed on (239) customer gained from
malls, commercial complexes and retail stores in Jordan. Results of study indicated
that emotional marketing focuses on the role of emotions in upgrading the business,
directly to the customer's situation, impressions and aspirations, which translates into
customer loyalty to the brand for a long time which is attributed to their satisfaction
both emotionally and rationally of the brand and the service they get as end users.
Study recommended examining the influence of emotional marketing on brand equity
and how emotions-based marketing can be useful for the brand equity
Keywords: Emotional Marketing, Brand, Brand Loyalty, Customer Satisfaction

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 Influence of Emotional Marketing on Brand Loyalty Among Females in the Field of Cosmetics:
Mediating Role of Customer Satisfaction

Cite this Article: Tareq Nael Hashem, Dr. Nafez Nimer Ali and Dr. Mahmoud Allan,
Influence of Emotional Marketing on Brand Loyalty Among Females in the Field of
Cosmetics: Mediating Role of Customer Satisfaction, International Journal of
Management, 11(9), 2020, pp. 1245-1260. http://www.iaeme.com/IJM/issues.asp?
JType=IJM&VType=11&IType=9

1. INTRODUCTION
Many people believe that the decisions we make are based on a rational analysis of the
alternatives that are presented to us. The truth is that our most emotional part, on many
occasions, influences us to the point of making a practical decision for us (Kennedy & Jones,
2017). In his book "Descartes' Error", Antonio Damasio argues that "emotion is a necessary
ingredient in nearly every decision we make." When faced with a decision, emotions from
past experiences determine values for the choices we study. Hence, these feelings create
preferences that lead us to choose one or another option (Wright et al., 2006).
While scientists often brag about the complexity of the human brain, the truth is that most
emotions stem from a handful of basic emotions. How a person perceives happiness, sadness,
fear and anger determines how he makes some of his or her more complex decisions (Gilbert,
2004). Gilbert (2004) also supported the fact that regardless of the individual's desire to think
as a rational and logical person, and even if you do not notice that feelings and emotions sit on
the driver's seat in one’s life, we find that small decisions such as: “What we should eat today,
or what kind of movie they want to watch on Netflix, what outfit wants to wear today” can all
be influenced by the way a person feels.
Awan (2014) saw that there is a relationship that gathers between customer satisfaction
and brand loyalty. Author argued that when a customer is satisfied with results of the brand
they use, they are most likely to develop positive feelings that support their loyalty to the
brand. Malik et al., (2013) also supported the same allegations arguing that the satisfaction
that customers reach is most likely to nurture their loyalty to the brand due to their positive
attitude that they have when using a certain brand. Mandina et al. (2014) on the other hand
gathered between emotional marketing and brand loyalty. Author argued that emotional
marketing can develop a good level of loyalty towards the brand based on employing
emotional marketing strategies which are based on feelings and emotions. At the same time
Liégeois & Rivera (2011) stated that emotional marketing is one of the main marketing
strategies that are used among females in order to attract them towards cosmetic brad and it is
working very well in terms of making them more loyal to the brand through increasing their
satisfaction.
Based on the above-mentioned studies, current study sough to gather between variables of
emotional marketing, brand loyalty and customer satisfaction and examine how can
emotionally marketing support and impact brand loyalty through its impact on customer
satisfaction. The problem was formulated based on following hypotheses:
 There is a positive influence of emotional marketing on customer satisfaction.
 There is a positive influence of customer satisfaction on brand loyalty.
 There is a positive influence of emotional marketing on brand loyalty.
 There is a positive influence on emotional marketing on brand loyalty that is
attributed to customer satisfaction.

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 Tareq Nael Hashem, Dr. Nafez Nimer Ali and Dr. Mahmoud Allan

2. LITERATURE REVIEW
2.1. Emotional Marketing
Branding is just an example of how to reach the consumer by generating emotional
relationships, however, the concept of emotional marketing not only involves branding
through emotions, but also generating feelings in products or making the brand visible (Titz,
2009). This is achieved through advertising, which is a point of contact with the client
(Banerjee, 2013).
Until recently, classic marketing depended on how well the product met the needs of the
customer by taking care of quality, value and ensuring a good price. However, some
marketers have succeeded in developing other brand benefits linked to the emotional state that
can arise with the customer (Khuong & Tram, 2015). According to Gladson &Ahiauzu (2009)
examples of this development are some product sampling programs moving from delivering
product samples, or out-of-store coupons to mobile presentations that include consumer
entertainment, such as toys or art items (Awan & Rehman, 2014).
Emotional marketing was defined by Consoli (2010, 2009) as the ability to communicate
and deliver specific messages through various techniques that evoke feelings and emotions.
On the other hand, Deshwal (2015) defined the concept of emotional marketing and
advertising efforts that use emotion in moving customers 'feelings and memories when
purchasing, meaning that it indulges in influencing customers' emotions such as stirring up
happiness, sadness, anger and fear in order to obtain the customer's response and interaction.
From another perspective, Drugău-Constantin (2018) defined the concept of emotional
marketing as the ability to communicate powerfully through the use of different techniques
that evoke feelings by adopting an emotional marketing strategy that focuses on diverse issues
to convey an emotional marketing message.
Babaei et al., (2017) saw that emotional marketing messages aim to satisfy the
psychological desires of customers, such as making them feel smart, beautiful, and elegant, or
any feeling that touches self-esteem and self-confidence, in addition to other passions that
may be negative, such as fear, sadness and panic that in turn affect the purchase decision. And
repeat purchases.
Emotional marketing is an example of how to reach the consumer through creating
emotional relationships, but the concept of emotional marketing not only includes promoting
a brand and reaching customers through emotions, but also generating feelings in products in
order to make the brand visible. This is achieved as Mandina et al. (2014) noted through the
advertisement which is already a point of contact with the customer. The idea according to
Gobe (2010) is that the creation and management of the brand should start from the
passion/feelings of the customer and not through the brand itself and usually this is done
through advertising.
The truth is that most decisions are made based on "feelings and emotions". Psychologists
have found that humans think again and feel first. And when they encounter sensory
information, the emotional part of the brain can process the information in one-fifth of the
time that the cognitive part takes (Izard, 2013). Despite the great advances made in science
and technology, human emotions (especially the unconscious) will always be the core of the
foundation, and marketing by attracting primary and real human emotions is essential and
smart and pays off for brand owners. As for Majumdar (2012), he emphasized that, in fact,
feelings and emotions play a role not only in the subconscious, but also in shaping conscious
ideas about the organization's brands, products and services.
Feelings also affect brand loyalty. According to Holt in a study conducted in (2006),
researcher concluded that when individuals have a positive emotional attachment to a

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 Influence of Emotional Marketing on Brand Loyalty Among Females in the Field of Cosmetics:
Mediating Role of Customer Satisfaction

brand, they are more likely to trust the organization and its brands, more likely to buy, and
more likely to forgive the organization’s mistake. As for Izard in a study (2016), it was
revealed that ads with a higher than average emotional response on the part of consumers
caused an increase in sales at a higher rate than traditional marketing methods based on sight
or hearing, and that the positive emotional bond with the organization is more important to
consumers, and here the concept of "emotional marketing" appeared.

2.1.1. Emotional Marketing Strategies

2.1.1.1. Inspiration
Marketers should focus in emotional marketing on what a customer loves more, what they are
seeking to satisfy. It is all about what a customer loves, this love may include partners, family,
pets, business, profession, traditions, hobbies, books, and personal items (Kidwell et al,.
2011). In marketing plans, Kidwell et al (2011) stated that inspiration is not an emotion, but
the feeling inspired by it certainly brings out a lot of emotions such as happiness, joy,
excitement and hope, to flirt the dreams of the audience and convince them of the possibility
of achieving them through the link between the product and access to those dreams.

2.1.1.2. Pride
Pride with the past, heritage, history of ancestry, many organizations tackle that feeling in
customers as an approach to increase their loyalty. As according to Rytel (2010) some
organizations depend on old packing, vintage colors and other approaches which have the
ability to tackle customers' feelings of their past.

2.1.1.3. Fear
Durkin et al., (2012) argued that fear is one of the natural feelings and emotions that a human
being possess since early ages. Marketing strategies that are based on raising fear among
customers proved its efficiency in attracting more customers and develop feelings of loyalty
among them launching from tackling some feelings of fear either on their selves or on their
loved ones. Kim et al (2020) argued that while most organizations assume that it is best to
avoid fomenting fear within their customers, these negative feelings can have a strong effect
in promoting certain related products and pushing customers to stick to them, buy them and
be loyal to them. Also, emotional marketing strategies that use feelings of fear can push
people out of their feelings towards sticking to these associated products and trying to get
them. Kim and Sullivan (2019) argue that fear is a reaction to an imminent danger,
interspersed with an unbridled desire to escape from a situation that raises fear in a person’s
psyche, so many messages in the marketing field carry warnings to the target customers, and
thus fear takes over their entire thinking and their brain nervous systems are excited and thus
fear raises the emotions that drive The consumer feels the need rather than the desire for a
specific product.

2.1.1.4. Nostalgia
Just like what Grundey (2008) said that old feelings and images awaken in a human being the
desire and longing to do certain stuff. Indeed, the most recent emotional marketing strategy
that has emerged in the digital world in recent times has been through focusing on the power
of nostalgia when it comes to building brand bonds and creating loyalty bonds within
customer sentiments for the brand. Yulianti (2020) explained that as the world becomes more
focused on technology and modernity, many look back passionately and ponder the days
when things were simpler. This opens up a world of opportunities for organizations that know
how to incubate feelings of nostalgia in their campaigns.

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 Tareq Nael Hashem, Dr. Nafez Nimer Ali and Dr. Mahmoud Allan

2.1.1.5. Greed
Greed is a trait in the human race that always seeks for more. Gobe (2010) argued that many
brands depend on that trait in order to attract more customers, make them satisfied and
increase their loyalty to the brand. In cosmetics; the more a woman involve herself in this
field the more she will feel younger, more accepted and attractive, this makes her greedier
towards using the brad which makes her more loyal and more satisfied. On the idea of greed,
Dao (2020) argued that emotional marketing focuses on greedy emotions as it is an effective
mechanism towards pushing the consumer to buy more of a certain product based on specific
package offers, loyalty points or discounts.

2.2. Brand Loyalty

According to Leventhal et al (2006) brand loyalty is a certain pattern of consumer behavior
while the consumer is committed to a specific brand and makes purchases from the same
brand for different purchases for a long time. van der Westhuizen (2018) stated that loyalty of
the customer is to a certain brand with all its products appear through repeating the process of
purchasing from the same brand on an ongoing basis.This type of customers aren't affected by
the attempts of attraction by other competitors, and this type of loyalty requires a great deal of
work on trust between the customer and the brand. Coelho et al (2018) noted that a customer
who has brand loyalty believes that the brand's products are the best ever and is indisputable
and with time this customer becomes an ambassador for the brand.
Belleau et al (2007) noted that brand loyalty can be seen as the state in which customer’s
loyalty to a certain product continues to buy it from the company and in the absence of it does
not accept a replacement for it, and insists on owning it exclusively . According to Huang
(2017), brand loyalty can be described as the positive relationship that connects consumers
with a specific product or brand, and customers demonstrate their loyalty to a brand by
repeatedly purchasing its product or service despite competitors' efforts to entice them.
Companies invest large sums of money in customer service and marketing to create and
maintain brand loyalty as a well-known product in the market. Coca-Cola Company is an
example of a distinct brand that customers have shown their loyalty to over the years despite
Pepsi’s efforts to market its product.
Rowley (2005) stated that at a time when the barriers of time and place have been
eliminated, there are many options and competition flares between institutions and companies,
as each seeks to provide high quality and competitive prices with the intention of attracting
customers and winning their satisfaction. Hence, the brands are facing a great challenge that is
embodied in the loss of the loyalty of their customers, if they fail to do their best by creating
unconventional mechanisms of attraction, otherwise they will open the doors for their
competitors to outperform them. On the other hand, Matzler et al. (2008) saw that despite the
importance of the two factors of quality and price in determining the value and position of the
trademark, the loyalty of its customers determines to a greater extent the extent of its success
in the market and its distinction from competitors, Lu &Xu (2015) added that it also indicates
strongly the extent of its ability to continue in the future. Looking into its promotional
campaigns or the distinctive offers offered by competitors, without regard to the price of the
product or service it provides or any accidental changes that may occur to it.
According to Frasquet et al (2017) building customer loyalty and retaining them is not a
matter of chance. Rather, it requires the brand management a lot of time and effort in
designing well-designed and effective strategies that result in a set of procedures that aim to
provide the best service to customers who frequently buy their products or use these services
in a practical way; this is known as brand loyalty management.

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 Influence of Emotional Marketing on Brand Loyalty Among Females in the Field of Cosmetics:
Mediating Role of Customer Satisfaction

Sarantidou (2017) added that maintaining customer loyalty necessarily requires going
beyond satisfying their desires for a good product or distinctive service, as the customer
always aspires for more, so it is extremely fruitful to adopt loyalty / reward programs, which
are Loyalty Programs and Keep them as permanent customers; these programs seek to
increase their level of satisfaction and deepen their loyalty to the brand.

2.3. Customer Satisfaction

According to Morgan and Rego (2006) customer satisfaction is a measure of the extent of
customer satisfaction with the service or product provided by the organization and the degree
to which this product / service meets customers' requests and desires, and this term accurately
refers to those who buy a good or service.
Melewar et al (2010) noted that the term customer satisfaction is also used for other
services that have not been purchased such as government services, the efficiency of
operating the purchased product, how happy a customer is for a product that was acquired by
a particular brand, and it also includes the extent of customer satisfaction with the logistics
services provided by the organization such as managing customers' affairs, employees
interaction and communications with the client and the organization's response to customer
complaints and comments.
Kim et al., (2016) argued that the relationship that links the customer’s satisfaction to his
loyalty to the brand is by its nature a convincing relationship, so that the customer usually
tends to build loyalty to a particular brand when his satisfaction with him is high, and what is
meant by satisfaction here is not that normal level of satisfaction, there are many cases of
customer satisfaction About products, except that their loyalty is to one brand or a specific
brand. Ha et al (2019) also supported the fact that satisfaction coupled with loyalty here
means a high state of ill-satisfaction that exists with the customer not only because there is a
specific product that fulfilled his desires and aspirations, but because this product was an
integrated package of high product quality, smart customer management, and marketing of a
high-value product, in addition to the availability of after-sales services.
On the other hand, Oliver (2014) stated that customer satisfaction does not always mean
buying products from the same brand. If there is a product or service with the same
specifications from another brand, it is possible for clients to buy from the alternative brand
without having any feelings of loyalty for the brand they used to buy from the first place. As
for loyalty, it ensures that the customer purchases only from the company or the seller,
regardless of what other companies offer.
Sondoh et al (2007) noted that if the customer is satisfied, the customer can direct his
knowledge and friends to buy the product. As for loyalty, it makes the customer actually do
marketing for the company without any bargains.
Pappu and Quester (2006) noted that when it comes to customer satisfaction there are
three main possibilities:
 The quality of the good or service is exactly what was expected, in which case the
customer will feel comfortable and satisfied and will often decide to repeat the
purchase from the organization.
 The quality of the product or service is below the expected level (negative
mismatch) which means performance is beyond expectations, so the customer will
be in a state of unhappiness or dissatisfaction and disappointment and is likely to
leave dealing with the organization in the future.

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 Tareq Nael Hashem, Dr. Nafez Nimer Ali and Dr. Mahmoud Allan

 The quality of the good or service is higher than expected (positive mismatch), in
which case the customer will remain closely associated with this organization.
However, Buoye et al (2016) noted that customer satisfaction and customer loyalty differ
from each other in terms of the impact they make. As is known, higher customer satisfaction
means fewer complaints, and that loyalty will rise if the level of customer satisfaction
continues in the long run, greater service provider errors or to raise their prices. In addition to
that, when we talk about satisfaction, we are talking about attitudes or impressions, a specific
attitude or impression towards a certain thing in a certain time and place, and attitudes or
impressions change with changing circumstances, so the client's thinking here and making his
judgments is most of the time subjective and based on the latest experiences. As for when we
talk about loyalty, we are talking about behaviors. When I repeat my dealings with the same
service provider, and when I talk about him positively or defend him in front of others, these
are all behaviors that depend on objective thinking and depend on experiences as a whole in a
cumulative manner and not on the last experience only.

3. METHODS
3.1. Methodological Approach
Quantitative approach was followed in order to gather and process data of study. quantitative
approach was seen to be suitable due to its ability to work with large sample numbers and the
fact that researcher can cover a large sample with less time which means more generalization
and coverage.

3.2. Population and Sample

Population of study consisted of all Jordanian customers during the year 2018. A sample of
(300) females was retrieved from different Jordanian malls, commercial complexes and retail
stores. The final sample of study retrieved after the application process was (239) which
indicated a response ration of (79.6 %) making it as statistically valid ratio.

3.3. Tool, Data Screening and Analysis

5 likert scale questionnaire was adopted and distributed on study sample. Questionnaire was
divided into three main parts which are (emotional marketing, brand loyalty and customer
satisfaction). Data was screened and processed using AMOS and SPSS.

4. RESULTS
4.1. Demographic Results
Table 1 Demographics according age
Frequency Percent Valid Percent Cumulative Percent
Valid 18-22 83 34.7 34.7 34.7
23-27 92 38.5 38.5 73.2
28-32 42 17.6 17.6 90.8
+33 22 9.2 9.2 100.0
Total 239 100.0 100.0
Table (1) showed that majority of sample was individuals within age range of 23-37 years
old compared to the least age range which was individuals who were above 33 years old.

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 Influence of Emotional Marketing on Brand Loyalty Among Females in the Field of Cosmetics:
Mediating Role of Customer Satisfaction

Table 2 Demographics according education

Frequency Percent Valid Percent Cumulative Percent
Valid High School 34 14.2 14.2 14.2
Diploma 25 10.5 10.5 24.7
BA 175 73.2 73.2 97.9
Post-graduate 5 2.1 2.1 100.0
Total 239 100.0 100.0
In table (2) above it was revealed that individuals who responded to the questionnaire held
BA degree forming 73.2% of the sample with frequency of 175 individuals.

Table 3 Demographics according job

Frequency Percent Valid Percent Cumulative Percent
Valid Housewife 56 23.4 23.4 23.4
student 38 15.9 15.9 39.3
Public Sector 35 14.6 14.6 54.0
Private Sector 50 20.9 20.9 74.9
Self-employed 60 25.1 25.1 100.0
Total 239 100.0 100.0
In table (3) above it can be seen that majority of sample were self-employed individuals
with frequency of 60 forming 25.1% followed by housewives forming 23.4%.

Table 4 Demographics according income

Frequency Percent Valid Percent Cumulative Percent
Valid 250-500 23 9.6 9.6 9.6
501-750 9 3.8 3.8 13.4
751-1000 168 70.3 70.3 83.7
1001-1500 13 5.4 5.4 89.1
+1501 26 10.9 10.9 100.0
Total 239 100.0 100.0
Table (4) indicated that majority of sample had an income of 751-1000 JOD with
frequency of 168 forming 70.3% of the sample followed by individuals who had an income of
+1501 forming 10.9% of the sample.

4.2. Response Results

Table 5 Questionnaire Analysis
Descriptive Statistics
N Minimum Maximum Mean Std.
Deviation
Emotional Marketing
Inspiration
Some brands use colors which ignite in 239 1 5 4.28 .840
feelings in me like blue is for royalty,
yellow is for happiness and green for
environment
Some brands inspire emotions in me like 239 1 5 4.25 .779
need, desire, craving and longing

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 Tareq Nael Hashem, Dr. Nafez Nimer Ali and Dr. Mahmoud Allan

Descriptive Statistics
N Minimum Maximum Mean Std.
Deviation
I use a certain brand because it makes me 239 1 5 4.25 .747
feel I am good as a parent
Having a celebrity embraced brand is very 239 1 5 4.32 .693
inspiring
I am always inspired with my favorite 239 2 5 4.26 .705
brands
Pride
I find it very nice to wear a shoes that is 239 1 5 4.09 .872
embraced by Michael Jordan
I prefer to buy brands that are embraced by 239 1 5 4.18 .855
celebrities
Many brands market their products from my 239 1 5 4.16 .758
hometown which makes me feel proud
Some local brands are my favorite as they 239 1 5 4.15 .825
are there from my childhood
My brand is always the first in everything 239 1 5 3.90 .968
Fear
The looks of black lungs prevents me from 239 1 5 3.87 .922
smoking
I exercise in my gym just because the ad 239 1 5 3.88 .925
provoked me
There is no way that I drink and drive 239 1 5 4.00 .914
There is no way that I drive and text 239 1 5 3.84 .889
Some ads prevent me from taking bad 239 2 5 4.13 .761
decisions
Nostalgia
I trust a brand which reminds me of my 239 2 5 4.08 .714
childhood
I use a brand that I had back when I was at 239 1 5 4.01 .783
school
Some brands brings back old days in an ad 239 1 5 4.00 .783
The logo, music and slogan are old and 239 2 5 4.03 .809
authentic in some brands
My brand always takes me to the old lovely 239 1.00 5.00 4.1883 .82127
days
Greed
I purchase from certain brands because they 239 1 5 3.83 .948
donate to poor people
The more a brand helps community the 239 2 5 4.09 .783
more I am willing to buy its products
I buy from a certain brand to become a VIP 239 1 5 4.13 .810
customer
I always expect more from my favorite 239 2.00 5.00 4.0586 .81782
brand
I always want more from my favorite brand 239 1.00 5.00 3.9498 .90144
Brad Loyalty
I always review any mistakes in the brands I 239 2 5 4.13 .733
use
I try to comment and pass my dissatisfaction 239 2 5 4.36 .625
for the brand

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 Influence of Emotional Marketing on Brand Loyalty Among Females in the Field of Cosmetics:
Mediating Role of Customer Satisfaction

Descriptive Statistics
N Minimum Maximum Mean Std.
Deviation
I follow all my brand's pages on social 239 1 5 4.17 .804
media
I support all initiatives that my brand 239 2 5 4.29 .755
embraces
I don't like to try new brands I am happy 239 1 5 4.14 .836
with my current choices
Customer Satisfaction
I like the brands that pays attention to my 239 1 5 4.05 .892
needs
Some brands makes me want to buy all their 239 2 5 4.46 .653
products
I pass brand preferences to my children and 239 2.00 5.00 4.2720 .70210
grandchildren
I don’t like to change brands as I am happy 239 2.00 5.00 4.2845 .69407
where I am now
I like the brands that pays attention to my 239 2.00 5.00 4.1381 .75716
needs
Valid N (listwise) 239
According to table (5), respondent had a positive influence towards statement of
questionnaire as all statements scored higher than the mean of scale (3.00) referring to
statements as positively answered. On the other hand, table (6) below showed that all
variables were positively answered and respondents had positive attitude towards the
variables as all variables scored higher than the mean of scale.

Table 6 Desriptive Statistics

N Minimum Maximum Mean Std. Deviation
Inspiration 239 2.00 5.00 4.2720 .55474
Pride 239 1.60 5.00 4.0971 .63268
Fear 239 1.60 5.00 3.9464 .68757
Nostalgia 239 2.00 5.00 3.9883 .64106
Greed 239 2.60 5.00 4.1766 .54089
Loyalty 239 2.40 5.00 4.2427 .52758
Satisfaction 239 2.40 5.00 4.1238 .58156
Emotional marketing 239 2.24 5.00 4.0961 .51438

4.3. Reliability Test

In order to test reliability of the tool; Cronbachs’ alpha test was used ad all items appeared to
have the value of (0.946) which is greater than accepted percent 0.60(Caridi et al., 2010).

4.4. Collinearity statistics test

Multicollinearity between the independent variables is checked using the Collinearity
statistics: Tolerance and Variance Inflation Factor (VIF). The minimum acceptable cutoff
value for tolerance is typically (0.10). The maximum acceptable cutoff value for the VIF is
(10). In other words, to indicate no problem with multicollinearity tolerance value should not
be less than (0.10) while VIF value should not be more than (10) (Belsley et al, 2005).

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 Tareq Nael Hashem, Dr. Nafez Nimer Ali and Dr. Mahmoud Allan

Table 7 Collinearity Statistics

Model Collinearity Statistics
Tolerance VIF
Inspiration .518 1.930
Pride .299 3.343
Fear .298 3.360
Nostalgia .415 2.411
Greed .478 2.092
As we see in table (7), VIF values for each independent variable is less than 10, with
tolerance ranges between (0.298-0.518). This means that there is no occurrence for any
multicollinearity problem between the Independent variables.

4.5. Hypotheses Testing

Study was built on a set of hypotheses which – if accepted – would support the researcher's
allegation of the main aim. The hypotheses were:
 There is an impact of emotional marketing on customer satisfaction.
 There is an impact of customer satisfaction on brand loyalty.
 There is an impact of emotional marketing on brand loyalty.
 Customer Satisfaction mediates the relationship between emotional marketing on
brand loyalty.
Path analysis by using IBM SPSS Amos 21.0 program: and following results are found:
RAMSEA CFI GFI p- value Chi2

0.071 0.958 0.939 0.12 5.664

GFI ≥0.90
CFI ≥0.90
RAMSEA ≤0.08
In testing the structural model fit, value of X2 = 5.664 was't significant at 0.05, (GFI =
0.939) which was seen to be as an excellent indicator, however, the CFI = 0.939 was an
excellent value ad (RAMSEA = 0.071) was an acceptable value. This meant that the structural
model was fit.
As Shown in the following table, the study Hypotheses was supported:

Table 8 Amos Results

Estimate S.E. C.R. P**
Loyalty <--- F1 .462 .088 5.252 ***
Satisfaction <--- F1 .935 .091 10.327 ***
Loyalty <--- Satisfaction .392 .057 6.869 ***
F1: emotional marketingVariable
** Significant at 0.05 level

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 Influence of Emotional Marketing on Brand Loyalty Among Females in the Field of Cosmetics:
Mediating Role of Customer Satisfaction

Table 9 Estimates for direct and indirect impact

Standardized Direct Effects P Standardized Standardized
Indirect Effects Total Effects
emotional marketing Customer 0.662 0.000** 0.662
Satisfaction
Customer Satisfaction brand 0.432 0.000** 0.432
Loyalty
emotional marketing brand Loyalty 0.361 0.000** 0.286 0.647
** Significant at 0.05 level
Table (8) shows that C.R. Values are significant at 0.05 levels that means:
 There is an impact of emotional marketing on customer satisfaction.
 There is an impact of customer satisfaction on brand loyalty.
 There is an impact of emotional marketing on brand loyalty.
Also it is found that Standardized Indirect Effect of Customer Satisfaction is significant at
0.05 levels that mean customer satisfaction mediates the relationship between emotional
marketing on brand loyalty.

5. DISCUSSION
Results of study indicated an influence of emotional marketing on brand loyalty that is
attributed to customer satisfaction. Results revealed that emotional marketing has the ability
to increase customer satisfaction which in its turn can increase customers' loyalty towards the
brand. From the analysis, it was found that all emotional marketing variables appeared to have
a role in changing how customers feel satisfied towards the brand and hence increase the level
of their loyalty towards it.
In addition to that, results indicated through the relationship between marketing, band
loyalty and customer satisfaction that marketing is necessary to entice consumers to buy
goods from a company rather than competing goods. The importance of brand loyalty
increases market share, increases profits and builds a good reputation for consumers . Results
also indicated that companies often go through a series of activities that improve their loyalty
among customers. A market share represents the total amount of market sales a company
earns when consumers make purchases. Brand loyalty allows the company to market and
advertise its goods or services in the market.
Based on that, organziations are often unable to capture a large portion of the market share
without informing consumers. In addition, new companies may not have any customers
notified

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 Tareq Nael Hashem, Dr. Nafez Nimer Ali and Dr. Mahmoud Allan

or loyal to the business and its products . Therefore, building loyalty by offering quality
products, or minimizing brand loyalty to another company, can improve market share . Profit
is the main reason why a company operates in a particular business environment. The
company makes profits by selling goods and / or services to consumers, with profits coming
from either a large volume of sales or high profit margins.
In general, whether the organization is a start-up or is running a successful business, the
importance of emotional marketing is one of the easiest ways to ensure brand excellence and
build communication channels with customers through it. Whereas, with passion, the
organization can build a real connection with customers that goes beyond just selling a
product or service by seeking to satisfy them emotionally, as it is not enough for the
organization to have wonderful promotional campaigns, but the organization needs customers
to buy these products in a manner based on the ideology and values that constitute that brand
and guarantee the loyalty of customers to it.
The study demonstrated what came along with Karim and Batool (2017) that as
consumers increasingly make purchasing decisions motivated by feelings and emotions rather
than logic, emotional marketing creates loyalty relationships between the brand and
consumers based on consumer satisfaction. This relationship leads to the emergence of brand
loyalists and building a base of them, replacing the "Loyalty Marketing" approach that
prevailed in past years.
Smith (2013) agreed with current study's results arguing that since consumers tend to
choose brands based on emotions rather than logic, the better the brand's emotional
intelligence, the better it is for the return on investment (ROI). Smith (2013) also supported
such results arguing that emotional marketing, if done correctly, helps marketers and brand
owners to distinguish and compete in this changing and challenging environment, and to
optimally convey the brand's values, interests and passion, which brings loyalty and
satisfaction to the entity of the organization and turns ordinary consumers of the brand into
loyalists as a result of their satisfaction with it and the nature of the products provided by it.

6. CONCLUSION AND RECOMMENDATIONS

Current study sought to examine the influence of emotional marketing (EM) on brand loyalty
though the mediating role of customer satisfaction. Through employing the quantitative
approach; a questionnaire was distributed on (239) customer gained from malls, commercial
complexes and retail stores in Jordan. Results of study indicated that there is an influence of
emotional marketing on brand loyalty which is attributed to customer satisfaction. In another
meaning, study indicated that when emotional marketing develops its customers' satisfaction
towards its quality, items and services, then there is a bigger chance that loyalty towards the
brand would increase.
In a sharp competitive market, and a great desire on the part of many brands to win
customer loyalty and satisfaction; Brands need to maintain a certain level of communication
with consumers through interactive content that is able to define their needs and expectations.
The most successful brands are the ones that succeed in dealing with the important emotional
values of the target customers, as when the emotional value is determined correctly, it leads to
more customer satisfaction and greater numbers of customers who have brand loyalty and
thus reach higher profits for brands.
The importance of emotional marketing stems from its contribution to forming the first
impressions of the product or brand within seconds, which enables the acquisition of a
distinctive position in the minds of customers and also helps in exploiting the emotions of
customers, which makes many impulsive buying decisions in the interest of the organization
or brand.

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 Influence of Emotional Marketing on Brand Loyalty Among Females in the Field of Cosmetics:
Mediating Role of Customer Satisfaction

Incorporating passion in marketing is an effective way to gain and attract customers,

interact with them, and encourage them to act according to what is planned, and to succeed in
this requires deep knowledge of the customers and target audience and surrounding feelings
that will have greater resonance and closer association with the brand. For example, the
marketing campaigns for the brand DOVE, which focus on every woman's feeling of beauty,
making the product a source of many joyful emotions such as acceptance, serenity, optimism
and self-love, which in turn strengthens the customer's attachment to the brand.
Based on aim of study, its analysis and results that have reached by researcher; it is
recommended:
 Emotional marketing is based on manipulating feelings; organizations must
employ this factor in order to develop their environmental and social
responsibility.
 To examine the influence of emotional marketing on brand equity and how
emotions-based marketing can be useful for the brand equity.

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