ISSN : 3049-1754 (PRINT) ISSN : 3048-8966 (ONLINE)
A BIBLIOMETRIC ANALYSIS OF EMOTIONAL MARKETING AND BRAND LOYALTY IN THE COSMETIC INDUSTRY
Prof. Sushma M , Prof. Manoj HR & Dr. Nijaguna G
Affiliations:
Assistant Professor, Department of Management, Ananya Institute of Commerce and Management , Tumkur
Assistant Professor, Department of Management, Acharya Institute of Graduate Studies, Bengaluru
Professor, Department of MBA, Acharya Institute of Technology, Soldevanahalli, Bengaluru
Abstract:
In recent times, brand loyalty has gained recognition as one of the most important intangible assets for businesses, regardless of their sector. Because of its significance, academics became interested in determining how various elements affect brand equity and creating a financial scale to gauge its influence on the company. This bibliometric study utilizes secondary data sources to investigate the enduring effects of emotional marketing tactics on brand loyalty within the cosmetic product industry across the economy. Understanding the long-term effects of emotional appeals on consumer behavior is critical for both practitioners and researchers as the cosmetics business develops. This research work synthesizes a thorough overview of the body of research on emotional marketing and brand loyalty in the cosmetics sector by utilizing keywords, publications, and historical analysis. The study is limited to exploring emotional marketing and brand loyalty within the cosmetic industry. Using information from the Google Scholar, N LIST, and Scopus databases, this study examines the scholarly literature on brand equity that has been published in the last 6 years. Using content analysis, which involves systematically analyzing various types of content like advertisements, social media posts, website content, customer reviews, and promotional materials related to cosmetic products in published articles. The study's time frame was limited to the years 2018–2025.
Keywords:
Emotional Marketing, Brand loyalty, Cosmetics Industry, Bibliometric.
Publishing Chronology:
Received - 24.03/2025
Revised - 26/07/2025
Accepted - 30/07/2025
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