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The ability of a brand or product to retain its customers has been a subject of great interest to marketers for many years. Traditionally, customers have often been loyal to local store owners due to personal connections and a sense of community. However, the rise of online retail has disrupted this cultural norm and created new challenges for retailers seeking to connect emotionally with their customers.
In order to create an emotional connection with their customers, online retailers have developed brand personalities that reflect the values, attitudes, and qualities they wish to be associated with. By creating a EI that resonates with their customers, online retailers can differentiate themselves from their competitors and build stronger, more loyal relationships with their customers.
Findings reveal that a strong link between the EI of shoppers and the purchase behaviour of online retailers. The study finds that online retailers can use their EI to connect emotionally with their customers and build stronger, more loyal relationships, regardless of geographical location and personal relationships.
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