The Relationships among Digital Marketing, Brand Emotional Attachment and Brand Attitude

Abstract

With the increasing development of digital technology, people receive information comes from digital information. The methods of develop financial service marketing consist of internet, telephone, and physical bank branches in financial and insurance industry. In particular, the Covid-19 pandemic has led the benefits of digital marketing in the financial and insurance industry have grown significantly. The sales and services of insurance products focus on human being and needs to contact customers for a long time in financial service industry. The corporate brand image is a representative of the perception to customers and an important cornerstone for building corporate competitiveness. Digital marketing is one of the important tools for building corporate image. The purpose of this research is to analyze the relationship among digital marketing, brand emotional attachment, and brand attitudes of insurance companies. Structural equation modeling (SEM) was used to conduct empirical analysis to provide relevant information for insurance practitioners to improve competitiveness. This study found that digital marketing has a positive and significant impact on brand emotional attachment; digital marketing has a positive and significant impact on brand attitude; brand emotional attachment has a positive and significant impact on brand attitude; and digital marketing through the intermediary effect of brand emotional attachment has a significant positive impact on brand attitude. Therefore, insurance operators must strengthen the establishment of good use of digital media to establish customers' attitudes towards the brand. JEL classification numbers: M31. Keywords: Digital Marketing, Brand Emotional Attachment, Brand Attitude.

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