The role of emotional marketing in building mental image: An analytical study of the opinions of a sample of customers in government banks

Abstract

Purpose of the study: The study aims to determine the relationship of the impact of emotional marketing in building the mental image of banks among customers, by analyzing the opinions of a sample of bank customers surveyed in the province of Babylon.

Methodology/Design: The questionnaire was designed and distributed electronically, and the number of respondents (403) respondents from bank customers, the sample of the study, was analyzed using statistical analysis programs (24.SMART PLS, SPSS v.23) and (Microsoft Excel).

The importance of the study: The importance of the study is embodied as it is one of the studies that concern and address a real problem that the banking sector suffers from in general and government banks in particular, and to provide the scientific foundations on which the investigated Iraqi government banks can rely in determining the role of emotional marketing in building the mental image of banks among customers.

The most important theoretical conclusions  : Emotional marketing is one of the important pillars in preserving the position of banks in the work environment, through its importance in building the mental image of banks among customers and achieving customer satisfaction and loyalty.

The most important practical conclusions : It was clear from the results that there is a positive and significant effect of emotional marketing with its different dimensions in building the mental image with its different dimensions from the banks among customers.

Scientific implications: Benefiting from the practical results in enhancing consumer purchasing behavior through banks’ adoption of emotional marketing as a long-term approach in order to build the mental image of banks among customers and to achieve customer satisfaction and loyalty, which contributes to achieving long-term goals.

Authenticity/Value: The study addresses a problem represented by the weak interest of bank management in adopting emotional marketing as a necessary approach because of its impact in building the mental image of customers, and its importance in achieving success, distinction and excellence for the banks sampled in the study.