Emotional storytelling in building global brand loyalty: a cb-sem model approach
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Abstract
In the digital era, emotional storytelling has emerged as a strategic tool for global brands to foster deeper consumer relationships and long-term loyalty. This study investigates the effects of Emotional Brand Attachment (EBA), Brand Love (BL), Electronic Word-of-Mouth (eWOM), and Psychological Brand Ownership (PBO) on Brand Identity (BI) and Consumer Loyalty (CL). Using Covariance-Based Structural Equation Modeling (CB-SEM), data from 395 Indonesian respondents were analyzed. Results indicate that EBA and PBO significantly influence both BI and CL, while BL and eWOM primarily drive CL. BI is also shown to mediate these relationships, reinforcing its role in sustaining consumer loyalty. The model demonstrates strong fit (RMSEA = 0.035, CFI = 0.970, TLI = 0.981) and explanatory power (R² = 96.5% for BI; R² = 98.1% for CL). These findings highlight the critical role of emotionally rich, digital brand narratives in shaping consumer-brand relationships, offering practical insights for marketers to design emotionally resonant strategies that build identity, ownership, and loyalty in competitive global markets
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How to Cite
Baihaqi Alfakihuddin, M. L. (2025). Emotional storytelling in building global brand loyalty: a cb-sem model approach. Enrichment : Journal of Management, 15(4), 369-379. https://doi.org/10.35335/enrichment.v15i4.2367
References
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Bae, B., & Kim, S. (2023). Effect of brand experiences on brand loyalty mediated by brand love: the moderated mediation role of brand trust. Asia Pacific Journal of Marketing and Logistics, 35(10), 2412–2430. https://doi.org/10.1108/apjml-03-2022-0203
Boateng, H., Kosiba, J., Adam, D., Ofori, K., & Okoe, A. (2020). Examining brand loyalty from an attachment theory perspective. Marketing Intelligence \& Planning, 38(4), 479–494. https://doi.org/10.1108/mip-03-2019-0161
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Chen, F., Lie, X., Chen, H., & Huang, S. (2023). Heytea consumer consumption experience, brand identity, and research on the relationship of brand loyalty. Academic Journal of Business \& Management, 5(25). https://doi.org/10.25236/ajbm.2023.052528
Chieng, F., Sharma, P., Kingshott, R., & Roy, R. (2022). Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment. Journal of Product \& Brand Management, 31(6), 870–885. https://doi.org/10.1108/jpbm-12-2020-3250
Choi, C., Xu, J., & Min, D. (2024). Investigating the influence process on active engagement through emotional brand attachment and brand love. Asia Pacific Journal of Marketing and Logistics, 36(11), 3061–3080. https://doi.org/10.1108/apjml-10-2023-1028
Choudhary, P., & Sahu, K. (2023). Managing and shaping brand associations to ensure positive alignment with “brand image”: narrative synthesis. International Journal of Physical Education Sports and Health, 10(3), 112–117. https://doi.org/10.22271/kheljournal.2023.v10.i3b.2935
Ghorbanzadeh, D., & Rahehagh, A. (2020). The role of emotional structures in the relationship between satisfaction and brand loyalty. Cogent Psychology, 7(1). https://doi.org/10.1080/23311908.2020.1782098
Ghorbanzadeh, D., & Rahehagh, A. (2021). Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty. Rajagiri Management Journal, 15(1), 16–38. https://doi.org/10.1108/ramj-05-2020-0024
Guèvremont, A. (2020). Can human brands help consumers eat better? The influence of emotional brand attachment, self-identification, and brand authenticity on consumer eating habits. Journal of Consumer Behaviour, 20(3), 803–816. https://doi.org/10.1002/cb.1910
Hajjid, I., Soetomo, H., Kristaung, R., & Susanto, A. (2022). Pengujian empiris brand satisfaction terhadap brand loyalty yang di moderasi oleh emotional brand attachment dan brand love. International Journal of Digital Entrepreneurship and Business, 3(2), 49–59. https://doi.org/10.52238/ideb.v3i2.84
Harjanto, H., Ellitan, L., & Muljani, N. (2021). The influence of brand experience and emotional attachment on brand trust and brand loyalty, church Mawar Sharon, West Surabaya. Research in Management and Accounting, 4(1), 24–36. https://doi.org/10.33508/rima.v4i1.3062
Hemonnet-Goujot, A., & Valette-Florence, P. (2022). {``}All you need is love{’’} from product design value perception to luxury brand love: an integrated framework. Journal of Business Research, 139, 1463–1475. https://doi.org/10.1016/j.jbusres.2021.10.066
Hua, X., Hasan, N. A. M., De Costa, F., & Qiao, W. (2024). The mediating role of electronic word-of-mouth in the relationship between CSR initiative and consumer satisfaction. Heliyon, 10(15).
Jiang, Q., Wei, W., Xin, G., & Dexin, Y. (2021). What increases consumers’ purchase intention of battery electric vehicles from Chinese electric vehicle start-ups? Taking as an example. World Electric Vehicle Journal, 12(2), 71. https://doi.org/10.3390/wevj12020071
Jiang, W., & Song, Y. (2022). Mobile shopping during COVID-19: the effect of hedonic experience on brand conspicuousness, brand identity and associated behavior. International Journal of Environmental Research and Public Health, 19(8), 4894. https://doi.org/10.3390/ijerph19084894
Jiang, Y., Sun, 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
Kim, K., Nobi, B., & Kim, T. (2020). CSR and brand resonance: the mediating role of brand love and involvement. Sustainability, 12(10), 4159. https://doi.org/10.3390/su12104159
Kim, S., Kim, A., Huh, K., & Park, S. (2024). The effects of corporate social responsibility on member loyalty: the mediating effect of psychological ownership and customer citizenship behaviour in Korean consumer cooperatives. Annals of Public and Cooperative Economics, 96(1), 99–120. https://doi.org/10.1111/apce.12485
Ko, J., & Jeon, H. (2024). The impact of eco-friendly practices on Generation Z’s green image, brand attachment, brand advocacy, and brand loyalty in a coffee shop. Sustainability, 16(8), 3126. https://doi.org/10.3390/su16083126
Kumar, J. (2021). Understanding customer brand engagement in brand communities: an application of psychological ownership theory and congruity theory. European Journal of Marketing, 55(4), 969–994. https://doi.org/10.1108/ejm-04-2018-0290
Lady, L., Meilani, L., Cuandra, F., & Na, B. (2024). Exploring the influence of ‘korean wave’ on brand loyalty: the moderating role of product type. Asian Management and Business Review, 394–412. https://doi.org/10.20885/ambr.vol4.iss2.art14
Liao, J., Dong, X., Luo, Z., & Guo, R. (2020). Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence. Journal of Product \& Brand Management, 30(8), 1134–1147. https://doi.org/10.1108/jpbm-08-2019-2511
Mahlke, C., Lahmeyer, S., & Roemer, E. (2020). What is love? The love and its role in determining brand loyalty. Multidisciplinary Business Review, 13(2), 54–65. https://doi.org/10.35692/07183992.13.2.6
Malahayatie, M., Koerniawati, D., Holle, M. H., Alfakihuddin, M. L., Mony, F., & Rasyidin, M. (2023). STRATEGI PENGEMBANGAN TAMBAK UDANG DI KECAMATAN BLANG MANGAT KOTA LHOKSEUMAWE ACEH:-. Upajiwa Dewantara: Jurnal Ekonomi, Bisnis Dan Manajemen Daulat Rakyat, 7(2), 101–110.
Malika, C. (2024). A comparative analysis of social media engagement of brand local fashion in Indonesia. International Journal of Science and Research Archive, 12(1), 657–662. https://doi.org/10.30574/ijsra.2024.12.1.0870
Manggarani, C., Notylia, L., & Patiro, S. (2021). The negative side of brand attachment is producing negative consumer behavior. Mix Jurnal Ilmiah Manajemen, 11(3), 331. https://doi.org/10.22441/mix.2021.v11i3.003
Peco-Torres, F., Polo Peña, A. I., & Frías-Jamilena, D. M. (2020). Brand Personality in Cultural Tourism Through Social Media. Tourism Review. https://doi.org/10.1108/tr-02-2019-0050
Poa, T. K. E., Alfakihuddin, M. L. B., & Pasaribu, P. (2025). The Role of AI-Generated Personalization in Influencing Tokopedia’s Consumer Experience. In R. C. Geibel & S. Machavariani (Eds.), Digital Management and Artificial Intelligence (pp. 500–514). Springer Nature Switzerland.
Rahman, R., Langner, T., & Temme, D. (2021). Brand love: conceptual and empirical investigation of a holistic causal model. Journal of Brand Management, 28(6), 609–642. https://doi.org/10.1057/s41262-021-00237-7
Ruppel, C., & Einwiller, S. (2020). Pleasant hostility: disidentified consumers’ emotional and behavioral reactions to a brand crisis. Journal of Consumer Behaviour, 20(1), 186–200. https://doi.org/10.1002/cb.1866
Samarah, T., Bayram, P., Aljuhmani, H., & Elrehail, H. (2021). The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust. Journal of Research in Interactive Marketing, 16(4), 648–664. https://doi.org/10.1108/jrim-03-2021-0072
Sena, B., Amanah, N., Suhendra, B., Setiawan, R., & Alfakihuddin, M. L. B. (2024). The Statistic Analysis of Instruments and Temperature Measurement of Freezer Wall Attached by Dry Ice Gel. E3S Web of Conferences, 500, 3023. https://doi.org/10.1051/e3sconf/202450003023
Shahid, S., Paul, J., Gilal, F., & Ansari, S. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology and Marketing, 39(7), 1398–1412. https://doi.org/10.1002/mar.21661
Shetty, K., & Fitzsimmons, J. (2021). The effect of brand personality congruence, brand attachment, and brand love on loyalty among Henry’s in the luxury branding sector. Journal of Fashion Marketing and Management, 26(1), 21–35. https://doi.org/10.1108/jfmm-09-2020-0208
Shimul, A., & Phau, I. (2023). The role of brand self-congruence, brand love, and brand attachment on brand advocacy: a serial mediation model. Marketing Intelligence \& Planning, 41(5), 649–666. https://doi.org/10.1108/mip-10-2022-0443
Thanh, N., Thành, N., Thủy, L., Thuy, D., Thao, N., & Thanh, T. (2020). The mediating role of self-brand connection and brand identity in the relationship between brand credibility and brand loyalty. Proceedings, 10(2). https://doi.org/10.46223/hcmcoujs.econ.en.10.2.562.2020
Torres, J., Rawal, M., & Bagherzadeh, R. (2020). Role of brand attachment in customers’ evaluation of service failure. Journal of Product \& Brand Management, 30(3), 377–391. https://doi.org/10.1108/jpbm-03-2019-2293
Valette-Florence, R., & Valette-Florence, P. (2020). Effects of emotions and brand personality on consumer commitment via the mediating effects of brand trust and attachment. Recherche Et Applications En Marketing (English Edition), 35(1), 84–110. https://doi.org/10.1177/2051570720905703
Wijaya, N. (2022). Brand experience and women: the mediating effects of brand love, brand image, and brand loyalty. Asia Pacific Journal of Management and Education, 5(3), 48–57. https://doi.org/10.32535/apjme.v5i3.1765
Wijekoon, W., & Fernando, I. (2020). Mediatory role of brand love in the relationship between brand experiences and brand loyalty (special reference to the FMCG sector in Sri Lanka). International Journal of Research and Studies Publishing, 10(2), p9870. https://doi.org/10.29322/ijsrp.10.02.2020.p9870
Zhang, Z. (2023). Improving consumers’ intention through establishing a brand story, the moderating role of consumer perceived functional value. Advances in Economics Management and Political Sciences, 4(1), 599–614. https://doi.org/10.54254/2754-1169/4/2022972
Ali, J., & Shaiq, M. (2023). Exploring the relationship between social media marketing and consumer brand switching decision. International Journal of Social Science \& Entrepreneurship, 3(2), 634–653. https://doi.org/10.58661/ijsse.v3i2.172
Anim-Wright, K., & Amartey, R. (2024). Examining the Effect of Brand Like and Brand Love on Brand Loyalty. International Journal of Business and Management, 19(2), 1–51.
Bae, B., & Kim, S. (2023). Effect of brand experiences on brand loyalty mediated by brand love: the moderated mediation role of brand trust. Asia Pacific Journal of Marketing and Logistics, 35(10), 2412–2430. https://doi.org/10.1108/apjml-03-2022-0203
Boateng, H., Kosiba, J., Adam, D., Ofori, K., & Okoe, A. (2020). Examining brand loyalty from an attachment theory perspective. Marketing Intelligence \& Planning, 38(4), 479–494. https://doi.org/10.1108/mip-03-2019-0161
Burhanudin, B., & Febryanti, B. (2023). The role of brand love on brand satisfaction, brand engagement, and brand loyalty. Jurnal Manajemen Maranatha, 23(1), 67–78. https://doi.org/10.28932/jmm.v23i1.7610
Chen, F., Lie, X., Chen, H., & Huang, S. (2023). Heytea consumer consumption experience, brand identity, and research on the relationship of brand loyalty. Academic Journal of Business \& Management, 5(25). https://doi.org/10.25236/ajbm.2023.052528
Chieng, F., Sharma, P., Kingshott, R., & Roy, R. (2022). Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment. Journal of Product \& Brand Management, 31(6), 870–885. https://doi.org/10.1108/jpbm-12-2020-3250
Choi, C., Xu, J., & Min, D. (2024). Investigating the influence process on active engagement through emotional brand attachment and brand love. Asia Pacific Journal of Marketing and Logistics, 36(11), 3061–3080. https://doi.org/10.1108/apjml-10-2023-1028
Choudhary, P., & Sahu, K. (2023). Managing and shaping brand associations to ensure positive alignment with “brand image”: narrative synthesis. International Journal of Physical Education Sports and Health, 10(3), 112–117. https://doi.org/10.22271/kheljournal.2023.v10.i3b.2935
Ghorbanzadeh, D., & Rahehagh, A. (2020). The role of emotional structures in the relationship between satisfaction and brand loyalty. Cogent Psychology, 7(1). https://doi.org/10.1080/23311908.2020.1782098
Ghorbanzadeh, D., & Rahehagh, A. (2021). Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty. Rajagiri Management Journal, 15(1), 16–38. https://doi.org/10.1108/ramj-05-2020-0024
Guèvremont, A. (2020). Can human brands help consumers eat better? The influence of emotional brand attachment, self-identification, and brand authenticity on consumer eating habits. Journal of Consumer Behaviour, 20(3), 803–816. https://doi.org/10.1002/cb.1910
Hajjid, I., Soetomo, H., Kristaung, R., & Susanto, A. (2022). Pengujian empiris brand satisfaction terhadap brand loyalty yang di moderasi oleh emotional brand attachment dan brand love. International Journal of Digital Entrepreneurship and Business, 3(2), 49–59. https://doi.org/10.52238/ideb.v3i2.84
Harjanto, H., Ellitan, L., & Muljani, N. (2021). The influence of brand experience and emotional attachment on brand trust and brand loyalty, church Mawar Sharon, West Surabaya. Research in Management and Accounting, 4(1), 24–36. https://doi.org/10.33508/rima.v4i1.3062
Hemonnet-Goujot, A., & Valette-Florence, P. (2022). {``}All you need is love{’’} from product design value perception to luxury brand love: an integrated framework. Journal of Business Research, 139, 1463–1475. https://doi.org/10.1016/j.jbusres.2021.10.066
Hua, X., Hasan, N. A. M., De Costa, F., & Qiao, W. (2024). The mediating role of electronic word-of-mouth in the relationship between CSR initiative and consumer satisfaction. Heliyon, 10(15).
Jiang, Q., Wei, W., Xin, G., & Dexin, Y. (2021). What increases consumers’ purchase intention of battery electric vehicles from Chinese electric vehicle start-ups? Taking as an example. World Electric Vehicle Journal, 12(2), 71. https://doi.org/10.3390/wevj12020071
Jiang, W., & Song, Y. (2022). Mobile shopping during COVID-19: the effect of hedonic experience on brand conspicuousness, brand identity and associated behavior. International Journal of Environmental Research and Public Health, 19(8), 4894. https://doi.org/10.3390/ijerph19084894
Jiang, Y., Sun, 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
Kim, K., Nobi, B., & Kim, T. (2020). CSR and brand resonance: the mediating role of brand love and involvement. Sustainability, 12(10), 4159. https://doi.org/10.3390/su12104159
Kim, S., Kim, A., Huh, K., & Park, S. (2024). The effects of corporate social responsibility on member loyalty: the mediating effect of psychological ownership and customer citizenship behaviour in Korean consumer cooperatives. Annals of Public and Cooperative Economics, 96(1), 99–120. https://doi.org/10.1111/apce.12485
Ko, J., & Jeon, H. (2024). The impact of eco-friendly practices on Generation Z’s green image, brand attachment, brand advocacy, and brand loyalty in a coffee shop. Sustainability, 16(8), 3126. https://doi.org/10.3390/su16083126
Kumar, J. (2021). Understanding customer brand engagement in brand communities: an application of psychological ownership theory and congruity theory. European Journal of Marketing, 55(4), 969–994. https://doi.org/10.1108/ejm-04-2018-0290
Lady, L., Meilani, L., Cuandra, F., & Na, B. (2024). Exploring the influence of ‘korean wave’ on brand loyalty: the moderating role of product type. Asian Management and Business Review, 394–412. https://doi.org/10.20885/ambr.vol4.iss2.art14
Liao, J., Dong, X., Luo, Z., & Guo, R. (2020). Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence. Journal of Product \& Brand Management, 30(8), 1134–1147. https://doi.org/10.1108/jpbm-08-2019-2511
Mahlke, C., Lahmeyer, S., & Roemer, E. (2020). What is love? The love and its role in determining brand loyalty. Multidisciplinary Business Review, 13(2), 54–65. https://doi.org/10.35692/07183992.13.2.6
Malahayatie, M., Koerniawati, D., Holle, M. H., Alfakihuddin, M. L., Mony, F., & Rasyidin, M. (2023). STRATEGI PENGEMBANGAN TAMBAK UDANG DI KECAMATAN BLANG MANGAT KOTA LHOKSEUMAWE ACEH:-. Upajiwa Dewantara: Jurnal Ekonomi, Bisnis Dan Manajemen Daulat Rakyat, 7(2), 101–110.
Malika, C. (2024). A comparative analysis of social media engagement of brand local fashion in Indonesia. International Journal of Science and Research Archive, 12(1), 657–662. https://doi.org/10.30574/ijsra.2024.12.1.0870
Manggarani, C., Notylia, L., & Patiro, S. (2021). The negative side of brand attachment is producing negative consumer behavior. Mix Jurnal Ilmiah Manajemen, 11(3), 331. https://doi.org/10.22441/mix.2021.v11i3.003
Peco-Torres, F., Polo Peña, A. I., & Frías-Jamilena, D. M. (2020). Brand Personality in Cultural Tourism Through Social Media. Tourism Review. https://doi.org/10.1108/tr-02-2019-0050
Poa, T. K. E., Alfakihuddin, M. L. B., & Pasaribu, P. (2025). The Role of AI-Generated Personalization in Influencing Tokopedia’s Consumer Experience. In R. C. Geibel & S. Machavariani (Eds.), Digital Management and Artificial Intelligence (pp. 500–514). Springer Nature Switzerland.
Rahman, R., Langner, T., & Temme, D. (2021). Brand love: conceptual and empirical investigation of a holistic causal model. Journal of Brand Management, 28(6), 609–642. https://doi.org/10.1057/s41262-021-00237-7
Ruppel, C., & Einwiller, S. (2020). Pleasant hostility: disidentified consumers’ emotional and behavioral reactions to a brand crisis. Journal of Consumer Behaviour, 20(1), 186–200. https://doi.org/10.1002/cb.1866
Samarah, T., Bayram, P., Aljuhmani, H., & Elrehail, H. (2021). The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust. Journal of Research in Interactive Marketing, 16(4), 648–664. https://doi.org/10.1108/jrim-03-2021-0072
Sena, B., Amanah, N., Suhendra, B., Setiawan, R., & Alfakihuddin, M. L. B. (2024). The Statistic Analysis of Instruments and Temperature Measurement of Freezer Wall Attached by Dry Ice Gel. E3S Web of Conferences, 500, 3023. https://doi.org/10.1051/e3sconf/202450003023
Shahid, S., Paul, J., Gilal, F., & Ansari, S. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology and Marketing, 39(7), 1398–1412. https://doi.org/10.1002/mar.21661
Shetty, K., & Fitzsimmons, J. (2021). The effect of brand personality congruence, brand attachment, and brand love on loyalty among Henry’s in the luxury branding sector. Journal of Fashion Marketing and Management, 26(1), 21–35. https://doi.org/10.1108/jfmm-09-2020-0208
Shimul, A., & Phau, I. (2023). The role of brand self-congruence, brand love, and brand attachment on brand advocacy: a serial mediation model. Marketing Intelligence \& Planning, 41(5), 649–666. https://doi.org/10.1108/mip-10-2022-0443
Thanh, N., Thành, N., Thủy, L., Thuy, D., Thao, N., & Thanh, T. (2020). The mediating role of self-brand connection and brand identity in the relationship between brand credibility and brand loyalty. Proceedings, 10(2). https://doi.org/10.46223/hcmcoujs.econ.en.10.2.562.2020
Torres, J., Rawal, M., & Bagherzadeh, R. (2020). Role of brand attachment in customers’ evaluation of service failure. Journal of Product \& Brand Management, 30(3), 377–391. https://doi.org/10.1108/jpbm-03-2019-2293
Valette-Florence, R., & Valette-Florence, P. (2020). Effects of emotions and brand personality on consumer commitment via the mediating effects of brand trust and attachment. Recherche Et Applications En Marketing (English Edition), 35(1), 84–110. https://doi.org/10.1177/2051570720905703
Wijaya, N. (2022). Brand experience and women: the mediating effects of brand love, brand image, and brand loyalty. Asia Pacific Journal of Management and Education, 5(3), 48–57. https://doi.org/10.32535/apjme.v5i3.1765
Wijekoon, W., & Fernando, I. (2020). Mediatory role of brand love in the relationship between brand experiences and brand loyalty (special reference to the FMCG sector in Sri Lanka). International Journal of Research and Studies Publishing, 10(2), p9870. https://doi.org/10.29322/ijsrp.10.02.2020.p9870
Zhang, Z. (2023). Improving consumers’ intention through establishing a brand story, the moderating role of consumer perceived functional value. Advances in Economics Management and Political Sciences, 4(1), 599–614. https://doi.org/10.54254/2754-1169/4/2022972