Abstract
Introduction: The study analyzed the relationship between consumer experience and emotional responses in the context of contemporary marketing. It was recognized that organizations faced the challenge of generating meaningful bonds with their customers based on positive experiences that arouse favorable emotions. Understanding this relationship made it possible to identify how personalization, empathy, credibility and convenience influenced consumer satisfaction, trust and loyalty.
Development: The theoretical and empirical review showed that consumer experience was configured as a set of sensory, cognitive and emotional reactions triggered by the interaction with a brand. International and national research showed that emotional marketing strategies and personalized attention had a significant impact on customers' affective responses. In addition, Maslow and cognitive dissonance theories provided conceptual support for understanding how emotions, positive or negative, conditioned product perception and brand loyalty. The findings concurred that favorable experiences generated well-being, commitment and satisfaction, while negative experiences led to distrust and disengagement.
Conclusions: It was concluded that emotional and experiential management constituted an essential strategic resource to strengthen brand identity and foster customer loyalty. Organizations that managed to balance the functional and emotional aspects of their offer consolidated long-lasting and authentic relationships with their consumers, standing out in competitive environments where emotions determined purchase decisions.
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