Research on the Formation Mechanism of Brand Loyalty Driven by Consumer Emotions

Abstract

In the context of intensified market competition and increasingly diverse consumer choices, brand loyalty has become a core variable for enterprises seeking sustainable competitive advantage. Compared with function-oriented rationality, consumer emotions play an increasingly prominent role in the formation of loyalty, serving as a key driving force in the construction of brand relationships. Based on emotional drive theory, this study clarifies the dual-dimensional structure of brand loyalty, defines the types of emotional drives, explores the mediating mechanisms of emotional value perception, emotional consistency, self-extension, and emotional regulation, and constructs a three-stage model of emotional arousal–emotional integration–loyalty internalization. The study reveals the differential effects of emotional drives across various types of loyalty and proposes an emotional network model of brand relationships. The findings enrich the emotional path perspective in understanding brand loyalty and provide a deeper psychological foundation for brand management.