Emotional Narratives and Customer Loyalty: A Case Study of Aēsop
DOI: https://doi.org/10.62517/jse.202611111
Author(s)
Kexin Xu
Affiliation(s)
International Business School Suzhou, Xi'an Jiaotong-Liverpool University, Suzhou, Jiangsu, China
Abstract
In the competitive market, emotional-healing brands lack sufficient academic research on how to build customer loyalty through emotional narratives. Taking Aēsop, a representative skincare brand of emotional-healing type, as the research object, this study adopts interpretivism as the research philosophy and single case study as the research design, with semi-structured interviews and observational research for data collection and thematic analysis for data analysis. It explores the ways and mechanisms of Aēsop's use of emotional narratives to establish emotional connections with consumers and maintain long-term customer loyalty, aiming to fill the research gap of emotional-healing brands and provide practical insights for the industry.
Keywords
Emotional Narratives; Customer Loyalty; Aēsop; Emotional-Healing Brands; Brand Storytelling
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