情感营销对消费者认同中国本土化妆品品牌的影响

Yingxi Liu, Sukontip Wongpun
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引用次数: 0

摘要

在社交媒体时代,品牌越来越多地采用情感营销策略来增强其市场竞争力。在品牌营销中,融入情感元素可以更好地满足消费者的心理和情感需求。人们总是很难忘记触动自己心灵的情感,或者被某个人唤起的感觉。情感营销作为一种非传统的营销策略,可以帮助企业与顾客进行更深层次的沟通,建立有意义的关系,从而激发顾客的认同感。增强顾客对品牌的认同感对企业的长远发展至关重要。本文旨在深入了解情感营销如何影响顾客对中国本土化妆品品牌的认同。本研究采用定量方法,从中国本土化妆品的在线消费者中抽取了 468 名参与者。研究采用了结构方程模型(SEM)作为数据分析技术。研究结果表明,情感营销对顾客认同产生了积极而显著的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
INFLUENCE OF EMOTIONAL MARKETING ON CUSTOMERS’ IDENTIFICATION WITH CHINESE LOCAL COSMETIC BRANDS
In the era of social media, brands are increasingly adopting emotional marketing strategies to enhance their competitiveness in the market. In brand marketing, incorporating emotional elements allows for better satisfaction of consumers’ psychological and emotional needs. People always find it hard to forget emotions that touch their hearts, or the feelings evoked by someone. Emotional marketing, as a non-traditional marketing strategy, can assist businesses in engaging in deeper communication with customers and establishing meaningful relationships, thereby inspiring their identification. Enhancing customer identification with the brand is crucial for the long-term development of an enterprise. This article seeks to provide an in-depth understanding of how emotional marketing affects customer identification with Chinese local cosmetics brands. Employing a quantitative approach, this study sampled 468 participants from online consumers of Chinese local cosmetics. Structural Equation Modeling (SEM) was utilized as a data analysis technique. The results of the study indicated that emotional marketing had a positive and significant impact on customer identification.
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