The influence of emotional marketing on customer trust in Peruvian entertainment centers
DOI:
https://doi.org/10.19136/hitos.a31n91.6385Keywords:
emotional marketing, trust level, customer, entertainment center.Abstract
OBJECTIVE: To determine the relationship between emotional marketing and customer trust in an entertainment center in the city of Huánuco.
MATERIAL AND METHOD: The study was conducted using a quantitative approach and a non-experimental, correlational, and cross-sectional design. A total of 385 participants were surveyed, and statistical techniques were used to validate the hypotheses.
RESULTS: Spearman's Rho test showed a high positive correlation (0.852) between emotional marketing and trust level, with a p value = 0.010, indicating a significant relationship.
CONCLUSIONS: There is a significant positive relationship between emotional marketing and the level of trust, indicating that the greater the use of emotional strategies in marketing, the greater the trust perceived by consumers.
Downloads
References
Alvarez-Risco, A., Quipuzco-Chicata, L. y Escudero-Cipriani, C. (2022). Determinantes de la intención de recompra en línea en tiempos de COVID-19: evidencia de una economía emergente. Lecturas de Economía, (96), 101-143. https://doi.org/10.17533/udea.le.n96a342638
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559-572. https://doi.org/10.1108/MIP-02-2019-0095
Ball, D., Coelho, P. S. y Vilares, M. J. (2006). Service personalization and loyalty, Journal of Services Marketing, 20(6), pp. 391-403. https://doi.org/10.1108/08876040610691284
Baxendale, S., Macdonald, E. K. y Wilson, H. N. (2015). El impacto de diferentes puntos de contacto en la consideración de marca. Journal of Retailing, 91(2), 235-253. https://doi.org/10.1016/j.jretai.2014.12.008
Biercewicz, K., Włodarczyk, K. y Wiścicka-Fernando, M. (2024). Studying consumer emotions and purchase preferences in a virtual reality environment: a bibliometric analysis. Marketing Instytucji Naukowych i Badawczych, 52(2), 105-128. https://doi.org/10.2478/minib-2024-0012
Bin, S. (2023). Social network emotional marketing influence model of consumers’ purchase behavior. Sustainability, 15(6), 5001. https://doi.org/10.3390/su15065001
Cardoso, A., Gabriel, M., Figueiredo, J., Oliveira, I., Rêgo, R., Silva, R., Oliveira, M. y Meirinhos, G. (2022).Trust and loyalty in building the brand relationship with the customer: empirical analysis in a retail chain in northern Brazil. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 109.https://doi.org/10.3390/joitmc8030109
Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K. y Sharipudin, M. N. S. (2021). The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions. Journal of retailing and consumer services, 61, 102574.https://doi.org/10.1016/j.jretconser.2021.102574
Connelly, B. L., Crook, T. R., Combs, J. G., Ketchen Jr, D. J. y Aguinis, H. (2018). Competence-and integrity-based trust in interorganizational relationships: which matters more? Journal of Management, 44(3), 919-945. https://doi.org/10.1177/0149206315596813
Eckler, P. y Bolls, P. (2011). Spreading the virus: Emotional tone of viral advertising and its effect on forwarding intentions and attitudes. Journal of interactive advertising, 11(2), 1-11. https://doi.org/10.1080/15252019.2011.10722180
Fianto, A. Y. A., Widyantara, H. y Baskara, D. B. (2022). Analisis Mediasi Brand Awareness dan Brand Trust dalam Hubungan Emotional Marketing dengan Purchase Intention. JMK (Jurnal Manajemen dan Kewirausahaan), 7(2), 47-59. https://doi.org/10.32503/jmk.v7i2.2348
Ganjawala, M. y Joshi, P. (2018). A study of employee empowerment and its impact on customer satisfaction with reference to selected banks of south Gujarat. Unpublished Phd Thesis. Gujarat Technological University.
George, D. y Mallery, P. (2019). IBM SPSS Sttistics 25 Step by Step, A Simple Guide and Reference.
Gilson, L. (2003). Trust and the development of health care as a social institution. Social Science & Medicine, 56(7), 1453–1468. https://doi.org/10.1016/S0277-9536(02)00142-9
Gobé, M. (2005). Branding emocional: el nuevo paradigma para conectar las marcas emocionalmente con las personas. https://books.google.com.mx/books/about/Branding_Emocional.html?id=yhpoAAAACAAJ&redir_esc=y
Guo, Z. (2024). Emotional Marketing and Consumer Behavior. Advances in Economics, Management and Political Sciences, 81, 266-272. https://doi.org/10.54254/2754-1169/81/20241703
Hochreiter, R. y Waldhauser, C. (2014). The role of emotions in propagating brands in social networks. arXiv preprint.
https://doi.org/10.48550/arXiv.1409.4617
Izard, C. E. (1992). Basic emotions, relations among emotions, and emotion-cognition relations.
Jiang, Y., Sun, Y. y Tu, S. (2023). Economic implications of emotional marketing based on consumer loyalty of mobile phone brands: the sequential mediating roles of brand identity and brand trust. Technological and Economic Development of Economy, 29(4), 1318-1335. https://doi.org/10.3846/tede.2023.19278
Kevin, R. (2004). Lovemarks, el futuro más allá de las marcas. Barcelona.
Khuong, M. N. y Tram, V. N. B. (2015). The effects of emotional marketing on consumer product perception, brand awareness and purchase decision—A study in ho chi Minh City, Vietnam. Journal of Economics, Business and Management, 3(5), 524-530.
Kotler, P., Pfoertsch, W. y Sponholz, U. (2024). Marketing humanístico: La génesis del Marketing.
Lee, N., Broderick, A. J. y Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research. International journal of psychophysiology, 63(2), 199-204. https://doi.org/10.1016/j.ijpsycho.2006.03.007
Lenderman, M. (2010). Experience the Message: How experiential marketing is changing the brand world. https://archive.org/details/experiencemessag0000lend_q7f8/page/n1/mode/2up
Li, W. y Su, C.-S. (2025). Impact of emotional attachment and self-brand connection on repurchase behavior: The mediating role of attitudinal loyalty and behavioral loyalty. Journal of Management World, 2025(3), 76-83. https://doi.org/10.53935/jomw.v2024i4.1046
Mandina, S. P., Ngwenya, T. y Muzadzi, M. (2014). Effectiveness of emotional marketing on brand loyalty in State Run Universities. European Journal of Business and Management, 6(13), 68-78.
Meeprom, S., Sathatip, P. y Leruksa, C. (2025). Understanding Generation Z customers’ citizenship behaviour in relation to cannabis-infused food and beverage experiences, Young Consumers, 26(2), pp. 332-351. https://doi.org/10.1108/YC-07-2024-2131
Mogilner, C., Aaker, J. y Kamvar, S. D. (2012). How happiness affects choice. Journal of Consumer Research, 39(2), 429–443. https://doi.org/10.1086/663774
Mostafa, R. B. y Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions?. Asia Pacific Journal of Marketing and Logistics, 33(4), 1033-1051.https://doi.org/10.1108/APJML-11-2019-0669
Nadeem, W., Tan, T. M., Tajvidi, M. y Hajli, N. (2021). How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection. Technological Forecasting and Social Change, 171, 120952 https://doi.org/10.1016/j.techfore.2021.120952
Nura, A., Br. Hutagalung, N. D. P., Pratiwi, D., Auni, M. S., Shaliha, A. A., Simanihuruk, R. T., y Marbun, R. (2024). the role of business ethics and azarine brand popularity in building consumer trust. Jurnal nasional manajemen pemasaran dan sdm, 5(4), 446 - 452. https://doi.org/10.47747/jnmpsdm.v5i4.2468
Padmavathy, A. y Alamelu, R. (2025). Harnessing personalized emotional ai for enhanced consumer engagement in intelligent marketing. Journal of dynamics and control. https://doi.org/10.71058/jodac.v9i1002
Pérez Mendoza, W. W. O., Díaz Fernández, R. A., D’angelo-Panizo, M. D. C. y Obando Peralta, E. C. (2024). Marketing relacional en entidades financieras: La fidelización emocional del cliente como propósito de gestión. Revista de Ciencias Sociales, 30(3), 504-516. https://doi.org/10.31876/rcs.v30i3.42692
Plutchik, R. (1980). A general psychoevolutionary theory of emotion. In theories of emotion (pp. 3-33). https://doi.org/10.1016/B978-0-12-558701-3.50007-7
Robinette, S., Brand, C. y Lenz, V. (2001). Marketing emocional: el método de Hallmark para ganar clientes para toda la vida.
Rossiter, J. R. y Bellman, S. (2005). Marketing communications: Theory and applications. Australasian Marketing Journal, 13, 77-80.
https://doi.org/10.1016/S1441-3582(05)70081-1
Sung, B., La Macchia, S. y Stankovic, M. (2023). Agency appraisal of emotions and brand trust. European Journal of Marketing, 57(9), 2486-2512. https://doi.org/10.1108/EJM-06-2021-0402
Thamilselvan, R. y Rakeshyanand, N. (2024). The role of emotions in consumer decision-making: Analyze how emotional appeal in marketing affects consumer behavior. Interantional journal of scientific research in engineering and management, 8(10), 1-5. https://doi.org/10.55041/ijsrem37988
Wu, W., Wang, S., Ding, G. y Mo, J. (2023). Elucidating trust-building sources in social shopping: A consumer cognitive and emotional trust perspective. Journal of Retailing and Consumer Services, 71, 103217. https://doi.org/10.1016/j.jretconser.2022.103217
Yang, J. y Battocchio, A. F. (2021). Effects of transparent brand communication on perceived brand authenticity and consumer responses. Journal of Product & Brand Management, 30(8), 1176-1193. https://doi.org/10.1108/JPBM-03-2020-2803
Downloads
Published
Issue
Section
License
Copyright (c) 2025 HITOS DE CIENCIAS ECONÓMICO ADMINISTRATIVAS
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
As a requirement for the manuscript, the author is requested to provide the Copyright Assignment Letter, so that the Journal has the publication rights and to avoid plagiarism.
PLAGIARISM POLICIES
The Editorial Board of the Journal HITOS DE CIENCIAS ECONÓMICO ADMINISTRAIVAS has the authority to reject in the review process any manuscript that does not have adequate citation in the documents consulted in its scientific research work, which can be considered as plagiarism behaviors. Likewise, the referees carry out the plagiarism review using specialized software, such as iThenticate, among others.
COPYRIGHT POLICIES
Authors who have publications in the journal accept the following terms: • At the time the manuscript is accepted, the author transfers the copyright to the Journal HITOS DE CIENCIAS ECONÓMICO ADMINISTRATIVAS.
- The authors may make additional agreements for non-exclusive distribution of the published version of the article (e.g., including it in an institutional repository or publishing it in a book) provided that the initial publication in this journal is indicated.
- Authors are allowed and recommended to publish their research work on the Internet (eg, institutional or personal files), which would allow more beneficial exchanges to increase the citation of the published work.
This work is licensed under Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International 
