Emotional marketing as a differentiating factor in emerging brands

Abstract

Emotional marketing focuses on creating deep connections with consumers, influencing their purchasing decisions through emotions. This study aims to determine how emotional marketing can become a differentiating factor for emerging brands in the fast-food restaurant sector in the city of Latacunga, Ecuador. A mixed methodology was used, combining qualitative and quantitative approaches through surveys. The results show that brand authenticity significantly improves consumer perception and that the emotions evoked by advertisements positively influence purchase decisions. 78.67% of the respondents consider that emotional marketing is useful for the recommendation of emerging brands. In conclusion, conveying emotional values such as authenticity and closeness is fundamental for customer loyalty, standing out as an effective strategy in a competitive environment. Emerging brands should focus on these aspects to differentiate themselves and build meaningful relationships with their consumers.