Emotional Advertising and Brand Loyalty: Exploring Brand Recall as a Mediator

Abstract

Purpose – The objective of this study is to determine the impact of emotional advertising (EA) on brand loyalty (BL) with the mediating impact of brand recall (BR). Based on the Affective Response Theory and the Attention, Interest, Desire, and Action (AIDA) model, the study examines consumer memory and long-term brand loyalty (BL) through ad emotional cues.

Design/Methodology/Approach – A structured questionnaire was used in this quantitative research design with 240 consumers of Chennai, India. The established scales for the measurement of EA, BR, and BL were tested for reliability and validity. The data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess direct and mediating relationships.

Findings and Implications – According to the findings of this research study, EA increases BR and BL. Furthermore, BR partially promotes the link between EA and BL. The findings of this study show that emotions work as affective triggers and cognitive reinforcers in advertisements, so that memory-based loyalty is strengthened. These findings can help advertisers create campaigns that are consistent and relevant in an emotional and cultural sense. This, in turn, serves to reinforce the consumer–brand relationship.

Limitations – The study focuses on metropolitan respondents in Chennai, which may limit the scope for generalization. The measurement of emotional reactions was conducted through self-reported data. Future research can effectively utilize neuromarketing tools or a longitudinal design to enhance the validity of findings.

Originality/Value – This study makes a contribution to advertising theory by combining emotional and cognitive mechanisms into a single explanatory framework. It proves the mediating role of BR and contextualizes EA in India’s metropolitan market, giving new insights into cross-cultural consumer behavior.