Exploring Emotional Branding in Building Customer Relationships: Evidence from SMEs
Keywords:
Emotional Branding, Customer Relationships, Small and Medium Enterprises (SMEs), Brand Trust, Customer EngagementAbstract
Emotional branding has become a critical strategy for SMEs seeking to build sustainable customer relationships in increasingly competitive and digitalized markets. However, existing studies remain fragmented, necessitating a systematic synthesis of current knowledge. This SLR aimed to examine the conceptual foundations, mechanisms, methodologies, and strategic importance of emotional branding in SMEs, addressing four research questions related to what, how, and why the phenomenon operates. This review followed PRISMA guidelines and analyzed literature from Scopus, Web of Science, ScienceDirect, and Google Scholar, covering publications from 2020–2025. After applying inclusion and exclusion criteria, 52 studies were selected and analyzed using thematic and narrative synthesis approaches. The findings revealed that emotional branding is primarily characterized by dimensions of emotional connection, trust, engagement, experience, and loyalty. It influences customer relationships through mechanisms such as trust-building and engagement, ultimately enhancing loyalty and performance. Quantitative methods dominated the literature, while qualitative insights highlighted authenticity and storytelling. The review also identified gaps, including limited longitudinal and cross-cultural research. This study concludes that emotional branding is a strategic capability for SMEs and provides directions for future research, managerial practice, and policy development.
References
Adisa, T. A., Ogbonnaya, C., & Adekoya, O. D. (2023). Remote working and employee engagement: A qualitative study of British workers during the pandemic. Information Technology & People, 36(5), 1835–1854. https://www.emerald.com/itp/article/36/5/1835
Aggarwal, A., Jaisinghani, D., & Nobi, K. (2022). Effect of organizational justice and support on organizational commitment and employee turnover intentions: The mediating role of employee engagement. International Journal of Quality and Service Sciences, 14(4), 525–543. https://doi.org/10.1108/IJQSS-08-2021-0112
Alhempi, R. R., Anuar, S., & Elfina, R. (2025). Enhancing employee loyalty through work environment and social support with the mediating role of engagement. Jurnal Ilmiah Manajemen. https://jurnal.ibik.ac.id/index.php/jimkes/article/view/3203
Ali, S. I., & Shaban, M. (2025). Applying evidence to improve practice: Qualitative insights into nurses’ experiences with organizational support. Worldviews on Evidence-Based Nursing.
Alluhaybi, A., Usher, K., Durkin, J., & Wilson, A. (2026). Exploring registered nurses’ experiences and perceptions of nurse manager leadership and its impact on work engagement: A qualitative study. PLOS ONE. https://doi.org/10.1371/journal.pone.0340471
Almusaed, A., Almssad, A., & Yitmen, I. (2025). Qualitative data collection and management. In Practice of Research Methodology in Architecture and Environmental Engineering. Springer.
Dahal, N. (2025). Qualitative data analysis: Reflections, procedures, and some points for consideration. Frontiers in Research Metrics and Analytics. https://www.frontiersin.org/articles/10.3389/frma.2025.1669578
Evans-Uzosike, I. O., & Okatta, C. G. (2025). Employee engagement and retention: A meta-analytical review of influencing factors. Multidisciplinary Research Journal. https://www.allmultidisciplinaryjournal.com/uploads/archives/20250710105802_MGE-2025-3-448.1.pdf
Gadolin, C., Skyvell Nilsson, M., & Ros, A. (2021). Preconditions for nurses’ perceived organizational support in healthcare: A qualitative explorative study. Journal of Health Organization and Management, 35(9), 281–296.
Gathmyr, D., Suhud, U., Herlitah, H., & Hamidah, H. (2025). Technological advancements in perceived organizational support enhancing healthcare systems. Aptisi Transactions on Technopreneurship.
Grace, E., Ervina, N., & Simanjuntak, M. D. (2025). The effect of job satisfaction in mediating the relationship between leadership, organizational support and work motivation. Jurnal Ilmiah Manajemen dan Kesehatan. https://jurnal.ibik.ac.id/index.php/jimkes/article/view/3567
Hassanein, F. R., Daouk, A., & Bou Zakhem, N. (2025). An analysis of perceived organizational support and organizational climate on the supportive leadership–employee wellbeing linkage. Administrative Sciences, 15(6), 204. https://www.mdpi.com/2076-3387/15/6/204
Imran, M. Y., Elahi, N. S., Abid, G., & Ashfaq, F. (2020). Impact of perceived organizational support on work engagement: Mediating mechanism of thriving and flourishing. Journal of Open Innovation: Technology, Market, and Complexity, 6(3), 82. https://www.mdpi.com/2199-8531/6/3/82
Isik, O. (2025). Qualitative research approaches and data collection methods: Understanding meaning and experience. Journal of Humanities and Education Development. https://www.academia.edu/download/125380321/Article_11_qualitative_research_approaches.pdf
Jimoh, A. L. (2025). The effect of employee engagement and job satisfaction on job performance: The role of perceived organizational support. Journal of Management Development.
Lim, W. M. (2025). What is qualitative research? An overview and guidelines. Australasian Marketing Journal. https://journals.sagepub.com/doi/10.1177/14413582241264619
Lopes, J. O., Sá, F. G., & Magão, M. T. (2025). Characteristics of the phenomenological interview in healthcare research: A scoping review and practical guidance. International Journal of Qualitative Methods. https://journals.sagepub.com/doi/10.1177/16094069251381018
Malaeb, M., Dagher, G. K., & Messarra, L. C. (2023). The relationship between self-leadership and employee engagement: The moderating role of perceived organizational support. Personnel Review, 52(9), 2284–2303. https://doi.org/10.1108/PR-12-2021-0862
Mascarenhas, C., Galvão, A. R., & Marques, C. S. (2022). How perceived organizational support, identification with organization and work engagement influence job satisfaction: A gender-based perspective. Administrative Sciences, 12(2), 66. https://www.mdpi.com/2076-3387/12/2/66
Nguyen, M. T., & Petchsawang, P. (2026). Exploring employee engagement: A qualitative study on Generation Z in Vietnam. Human Resource Development International.
Nguyen, M., Pontes, N., Malik, A., & Gupta, J. (2024). Impact of high involvement work systems in shaping power, knowledge sharing and rewards. Journal of Knowledge Management, 28(6), 1771–1792.
Niraula, G. P., Kharel, S., & Mainali, B. P. (2025). The role of perceived organizational support between HRD practices and employee engagement. European Journal of Training and Development.
Odiaka, K., & Chang, K. (2025). High-performance work practices in enhancing employee engagement: A qualitative study of hotel employees. International Journal of Organizational Analysis.
Rahim, A. R., Prasilowati, S. L., & Safitri, J. (2025). Employee engagement in mediating transformational leadership and perceived organizational support on employee performance. Pakistan Journal of Life and Social Sciences.
Rajashekar, S., & Jain, A. (2024). Employee engagement in IT companies from the perspective of holistic well-being initiatives: A thematic analysis. Employee Responsibilities and Rights Journal.
Rana, K., Poudel, P., & Chimoriya, R. (2023). Qualitative methodology in translational health research: Current practices and future directions. Healthcare, 11(19), 2665. https://www.mdpi.com/2227-9032/11/19/2665
Saputra, E. K., Abriyoso, O., & Rizki, M. (2025). The influence of organizational support and job satisfaction on employee performance through work engagement. International Journal of Economics and Business Insights.
Stefanidis, A., & Strogilos, V. (2021). Perceived organizational support and work engagement of employees with children with disabilities. Personnel Review, 50(1), 186–206. https://doi.org/10.1108/PR-02-2019-0057
Vella, J. (2024). In pursuit of credibility: Evaluating the divergence between member-checking and hermeneutic phenomenology. Research in Social and Administrative Pharmacy. https://www.sciencedirect.com/science/article/pii/S1551741124001153
Watson, A. L., & Jackson, D. (2026). The art of analysis: Crafting credible and authentic qualitative results. Journal of Advanced Nursing. https://www.researchgate.net/publication/391643550
Zargar, P., Daouk, A., & Chahine, S. (2025). Driving innovative work behavior among university teachers through work engagement and perceived organizational support. Administrative Sciences, 15(7), 246. https://www.mdpi.com/2076-3387/15/7/246
Zhang, S., Huang, W., & Li, H. (2023). Perceived organizational support and occupational commitment: A study among employees. Heliyon.
Zhu, L. L., Wang, H. J., Xu, Y. F., & Ma, S. T. (2023). The effect of work engagement and perceived organizational support on turnover intention among nurses: A meta-analysis based on the Price–Mueller model. Journal of Nursing Management. https://onlinelibrary.wiley.com/doi/10.1155/2023/3356620
