International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

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 Volume 13, Issue 6 (June 2026), Pages: 23-34

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 Original Research Paper

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

 Author(s): 

Amparo Baviera-Puig 1, *, Hanan Mohammad Almomani 2, Abdullah Al-Adamat 3, Ali Zakariya Al-Quran 4, Torki M. Al-Fawwaz 5

 Affiliation(s):

1eSMART Research Center, Universitat Politècnica de València (UPV), Camino de Vera s/n, 46022 Valencia, Spain
2Department of Business and Public Administration, School of Business, Al al-Bayt University, Mafraq, Jordan
3Department of Business Administration, Al al-Bayt University, Mafraq, Jordan
4Department of Business Administration, School of Business, Al al-Bayt University, Mafraq, Jordan
5Department of Finance and Economics, School of Business, Al al-Bayt University, Mafraq, Jordan

 Full text

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 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0000-0002-2258-1155

 Digital Object Identifier (DOI)

 
https://doi.org/10.21833/ijaas.2026.06.003

 Abstract

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.

 © 2026 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

Emotional branding, Consumer loyalty, E-marketing, Cultural values, Emerging economies

 Article history

Received 23 December 2025, Received in revised form 27 May 2026, Accepted 1 June 2026

 Acknowledgment

No Acknowledgment. 

 Compliance with ethical standards

 Ethical considerations

This study adhered to established international ethical standards and received formal approval from the School of Business at Al al-Bayt University (AABU). All procedures were conducted in line with the principles of the Declaration of Helsinki and the institutional ethical guidelines. Participation was voluntary, and informed consent was obtained from all participants prior to data collection. Participants were informed about the purpose of the study and their right to withdraw at any time without consequence. Confidentiality and anonymity were ensured by removing personal identifiers and securely storing all research data. Findings are reported in aggregate form to prevent individual identification. 

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

Baviera-Puig A, Almomani HM, Al-Adamat A, Al-Quran AZ, and Al-Fawwaz TM (2026). The role of emotional branding in e-marketing: Fostering stronger customer connections. International Journal of Advanced and Applied Sciences, 13(6): 23-34

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