The Impact of Emotion and Perceived Value in Shaping Brand Loyalty

DOI

10.2991/978-2-38476-509-6_60How to use a DOI?

Keywords

Perceived Value; Consumer Emotion; Brand Loyalty; Emotional Branding; Digital Marketing

Abstract

Consumers are increasingly influenced by what they feel and perceive, not just by product features or price tags. This review of the literature investigates how two important psychological elements—perceived value and emotion—influence customer behavior and brand loyalty. This paper examines the multifaceted nature of perceived worth, including its functional, emotional, and social dimensions, drawing on recent studies from both traditional and new open-access research. It also emphasizes how important feelings like contentment, trust, and even disappointment are in building and maintaining relationships with brands. It has been demonstrated that emotional branding techniques strengthen customer-brand attachment, particularly when paired with reliable value delivery. According to the findings, businesses looking to increase customer retention should emphasize both emotional resonance and observable rewards. Lastly, the paper suggests future research directions, especially in cross-cultural and digital situations. Together, these insights offer a broader understanding of how modern consumers connect with brands on both rational and emotional levels.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Shuyan Jin
PY  - 2025
DA  - 2025/12/15
TI  - The Impact of Emotion and Perceived Value in Shaping Brand Loyalty
BT  - Proceedings of the 2025 International Conference on Mental Growth and Human Resilience (MGHR 2025)
PB  - Atlantis Press
SP  - 556
EP  - 563
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-509-6_60
DO  - 10.2991/978-2-38476-509-6_60
ID  - Jin2025
ER  -