The Superficial Prosperity and Structural Challenges of Emotional Marketing: A Case Study of the Automotive Industry

Yiming Gao

doi:10.54254/2754-1169/2025.LD28266

Advances in Economics, Management and Political SciencesOpen access

The Superficial Prosperity and Structural Challenges of Emotional Marketing: A Case Study of the Automotive Industry

Research Article

Open Access

The Superficial Prosperity and Structural Challenges of Emotional Marketing: A Case Study of the Automotive Industry

Yiming Gao ^1*

¹ Orange Lutheran High School

^*Corresponding author: gyiming059@gmail.com

Published on 22 October 2025

AEMPS Vol.230

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-453-3

ISBN (Online): 978-1-80590-454-0

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Abstract

Against the backdrop of the automotive industry's upgrading characterized by electrification, intelligence, and digitalization, emotional marketing has received extensive attention in enhancing brand recognition and user stickiness. However, in practice, there are still problems such as strategy convergence, positioning deviation, and inconsistent brand tone, which affect its communication efficiency and the construction of user loyalty. This article starts from the consumer psychological mechanism, analyzes the emotional strategy practices of luxury car and new energy brands, focuses on the emotional paths of brands such as Audi, BYD, and Tesla, and reveals typical predicaments in the current industry such as the thematization of emotional narratives, the mismatching of audience emotions, and the drift of brand images. Research has found that successful emotional marketing should possess three core characteristics: clear emotional anchor points, precise user profiling, and consistent brand tone. Based on this, this paper proposes suggestions such as building an emotional motif asset library, introducing emotional portrait modeling, and optimizing the tonality protection mechanism, aiming to help automotive brands achieve a closed-loop upgrade from emotional expression to emotional experience and then to emotional attachment, and enhance the systematicness and sustainability of brand emotional assets.

Keywords:

Emotional Marketing, Automotive Industry, User Loyalty

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References

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References

[4]. Eklund, A. A. (2022). The Mediating Impact of Brand Love and Brand Image between Brand Experience and Brand Loyalty: An Analysis of Car Brands. Academy of Marketing Studies Journal, 26, 1-14.

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Cite this article

Gao,Y. (2025). The Superficial Prosperity and Structural Challenges of Emotional Marketing: A Case Study of the Automotive Industry. Advances in Economics, Management and Political Sciences,230,20-27.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Strategic Human Capital Management in the Era of AI

ISBN: 978-1-80590-453-3(Print) / 978-1-80590-454-0(Online)

Editor: Lukáš Vartiak, An Nguyen

Conference website: https://www.icftba.org/London.html

Conference date: 4 November 2025

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.230

ISSN: 2754-1169(Print) / 2754-1177(Online)

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