The role of emotional branding in e-marketing: Fostering stronger customer connections

The current study investigates emotional branding and its role in building stronger customer connections in the context of e-marketing, thereby addressing a theoretical gap in the literature that mainly reflects Western perspectives. The research primarily focuses on the unique socio-cultural dynamics of emerging economies and seeks to understand how emotional branding operates in non-Western cultural contexts. The theoretical contribution of this study lies in exploring how cultural and emotional factors shape consumer?brand relationships in digital environments, particularly in markets where local cultural values strongly influence consumer behavior. Using semi-structured interviews with 30 Jordanian consumers and a focus group involving 12 marketing managers, qualitative data analysis was conducted to evaluate the impact of emotionally resonant advertisements on brand loyalty and emotional attachment. The findings confirm that implementing emotional branding strategies that reflect local norms, values, and daily experiences can effectively strengthen consumer loyalty. This research extends the theory of emotional branding by incorporating regional and cultural differences into its framework and provides practical insights for e-marketers seeking to operate in culturally diverse markets.