Emotional Advertising and Consumer Brand Love: The Indomie Noodles Experience

Consumers are beings with range of myriad emotions and even more complex backstories. In modern-day marketing activities, the importance of concepts like brand love has begun to blossom as marketers’ shifts from facilitating unique sales propositions to building emotional relationships with their brand consumers. In an increasingly competitive market, with the winner being the brand that can hold consumer attention and therein their purchasing capabilities, advertising is now more focused on the brand and the image or personality the brand portrays to consumers. Using the stimulus–organism–response (S–O–R) theory as the theoretical basis, this study examines the influence of emotional advertising on consumer brand love by studying the consumers of the Indomie brand. Using SEM analysis to study the responses of 154 postgraduate students, this study examine the influence of emotional advertising on three components of brand love (brand intimacy, brand passion, brand commitment). The results show that emotional advertising positively affects the three components of brand love (brand passion, brand intimacy and brand commitment) examined in this study, and has the greatest positive impact on brand commitment. Therefore, this study recommends that Indomie continue their use of emotional advertising. This study calls for further research regarding the specific effects of emotional advertising by different brands on consumer brand love, and the specific effects of negative and positive emotional advertising on brand love.