Emotional Design and Its Role in Enhancing Loyalty and Emotional Attachment to Products: An Applied Study on Premium Saudi Dates

Abstract

This study aimed to analyze the impact of emotional design on emotional attachment and loyalty toward premium date products in the Kingdom of Saudi Arabia by examining the three dimensions of emotional design: the visceral dimension, the behavioral dimension, and the reflective dimension. The study also investigated the role of emotional attachment as a mediating variable between emotional design and customer loyalty. The study adopted a descriptive-analytical approach, and data were collected through an electronic questionnaire administered to a sample of 300 participants representing various demographic groups from the Kingdom of Saudi Arabia, several Gulf countries, and the Arab Republic of Egypt. The findings revealed that emotional design is not merely an aesthetic element; rather, it is an effective strategic tool for building a sustainable emotional relationship between consumers and brands. Such a relationship contributes to enhancing the economic competitiveness of national products in both local and international markets. The study recommended integrating emotional design principles into marketing and packaging strategies, with particular emphasis on strengthening the visual and cultural identity of products and improving the user experience to achieve higher levels of customer satisfaction and loyalty.