Abstract:

Emotional branding is key to customer loyalty in Plaza Vea supermarkets in East Lima. Through memorable shopping experiences, brand consistency and transparent communication, these supermarkets create emotional bonds with consumers. The research analyzes the influence of emotional branding on customer loyalty at Plaza Vea in East Lima based on a literature review and a descriptive-correlational study. With a sample of 350 customers, the results (r = 0.51; R² = 0.261) confirm a significant relationship between emotional branding and loyalty. These strategies strengthen brand identity and foster long-lasting and meaningful relationships between supermarkets and their customers.