THE INFLUENCE OF EMOTIONAL BRANDING TOWARDS BRAND LOYALTY ON HIJAB FASHION RETAILER IN MANADO

Abstract

Abstract: Indonesia as a country with Largest Muslim population in the world has a high economic value for the development of Muslim fashion world. By caring Muslim fashion Muslim fashion Nobby Hijab as retailer stores in particular selling hijab with great opportunity to attract Muslim women customers. Emotional Branding is a new paradigm in the marketing world can be interpreted to create an emotional feel for emotional between brands and consumers. Creating relation between a company and customer is building a good relationship., utilizing a sensory experience to create a product with an attractive design, empowering imagination for branding strength, and all that if it is well run brand loyalty. This is study uses quantitative method. Questionnaire is used to collect the data with 100 Nobby Hijab’s customer in Manado as the respondent. Findings of this research show that relationship, Sensorial Experience, Imagination to Brand Loyalty significantly. For this result, Nobby Hijab must to develop existing brands for more advanced.

Keywords: emotional branding, relationship, sensorial experience, imagination, brand loyalty, retailer store