Analisis Strategi Emotional Branding dalam Upaya Membangun Loyalitas Konsumen Brand HMNS
DOI:
https://doi.org/10.56910/gemilang.v5i1.2320Keywords:
Consumer Loyalty, Emotional Branding, HMNS, SOR Model, StorytellingAbstract
This study examines HMNS, a local digital-native fragrance brand, in employing emotional branding to build consumer loyalty. Using a descriptive qualitative approach and SOR model, data from interviews with the brand’s founder and loyal consumers were analyzed. Results show that HMNS builds emotional bonds through storytelling, consistent visuals, and a relatable digital tone fostering trust and loyalty even before product trial. The findings affirm Gobe’s emotional branding theory and highlight the impact of narrative and personal values in driving long-term consumer attachment.
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