摘 要
随着市场竞争日益激烈，品牌管理逐渐从功能导向转向情感导向，情感营销成为提升消费者忠诚度的重要策略。本研究旨在探讨情感营销与消费者忠诚度之间的关系，并分析其作用机制。通过文献回顾与理论构建，研究采用问卷调查法收集数据，并运用结构方程模型进行实证分析。结果表明，情感营销能够显著影响消费者的品牌信任和情感依附，进而提升消费者忠诚度。此外，研究发现品牌信任在情感营销与消费者忠诚度之间起到部分中介作用，而情感依附则起到完全中介作用。本研究的创新点在于将情感依附纳入分析框架，揭示了其在情感营销与消费者忠诚度关系中的关键作用。这一成果不仅丰富了品牌管理领域的理论研究，也为企业实施情感营销策略提供了实践指导，有助于提升品牌竞争力与市场表现。
关键词：情感营销；消费者忠诚度；品牌信任
Abstract
As market competition becomes increasingly intense, brand management has gradually shifted from function-oriented to emotion-oriented approaches, making emotional marketing a crucial strategy for enhancing consumer loyalty. This study aims to investigate the relationship between emotional marketing and consumer loyalty and analyze its underlying mechanism. By reviewing relevant literature and constructing a theoretical fr amework, this research employs a questionnaire survey to collect data and uses structural equation modeling for empirical analysis. The results indicate that emotional marketing significantly influences consumers' brand trust and emotional attachment, which in turn enhance consumer loyalty. Furthermore, the study finds that brand trust partially mediates the relationship between emotional marketing and consumer loyalty, while emotional attachment plays a full mediating role. The innovation of this research lies in incorporating emotional attachment into the analytical fr amework, revealing its critical role in the relationship between emotional marketing and consumer loyalty. This outcome not only enriches theoretical research in the field of brand management but also provides practical guidance for businesses implementing emotional marketing strategies, thereby contributing to improved brand competitiveness and market performance.
Keywords: Emotional Marketing；Consumer Loyalty；Brand Trust
目 录
引言 1
一、情感营销理论基础与框架构建 1
（一）情感营销的概念界定 1
（二）情感营销的理论发展 2
（三）情感营销在品牌管理中的作用 2
二、消费者忠诚度的影响因素分析 3
（一）忠诚度的核心概念解析 3
（二）情感因素对忠诚度的影响 3
（三）其他影响忠诚度的关键要素 3
三、情感营销与消费者忠诚度的关系研究 4
（一）情感营销驱动忠诚度的机制 4
（二）情感连接对忠诚行为的作用 4
（三）关系强度的测量与评估方法 5
四、品牌管理中情感营销策略的应用实践 5
（一）情感营销策略的设计原则 5
（二）实际案例中的情感营销应用 5
（三）策略优化与未来发展方向 6
结 论 6
致 谢 8
参考文献 9
