The College of Administration and Economics at the University of Baghdad discussed, a PhD dissertation in field of Business Administration by the student (Hamzah Hasan Kareem) and tagged with (Effect of Emotional Marketing Dynamics on Customer Loyalty Mediated by the Brand Pioneer Advantage Study in the State Company for Drugs Industry and Medical Appliances / Samarra Iraq (SDI) ) , Under supervision of (Prof. Dr. Saadoon Hammood Chitheer )
The research aims to determine the mediating role of the brand’s leading advantage for the Effect of Emotional Marketing Dynamics on customer loyalty within the General Company for the Manufacture of Pharmaceuticals and Medical Supplies / Samarra. Based on the field survey and interviews with the research sample individuals, the research problem was diagnosed through a set of questions that mainly included knowing the extent to which emotional marketing affects customer loyalty with the presence of the brand’s leading advantage as an intervening variable. For this purpose, a number of hypotheses were formulated, the most important of which was that the impact of emotional marketing on customer loyalty increases with the presence of the brand’s leading advantage in the General Company for Pharmaceutical Industries in Samarra. The researcher adopted the descriptive analytical approach as an approach to describe and analyse the results between the research variables. The questionnaire was used as a primary tool for collecting data, in addition to conducting a set of interviews as a supporting tool. The researchers chose the General Company for Pharmaceutical Industries and Medical Supplies as a research community. The research sample was represented by the individuals working in the General Company for Pharmaceutical Industries and Medical Supplies, Samarra branch, numbering (2391). A random sample was selected based on a model Green, 1991)) and their number is (114) employees, in addition to conducting four interviews, the results of the questionnaire were analysed using a set of statistical methods, the most important of which are (arithmetic mean, standard deviation, simple and multiple regression analysis), which were extracted through a set of statistical programs including (SPSS V.24, AMOS V24), and the research concluded with a set of results, the most important of which is that there is an impact of emotional marketing on customer loyalty, in addition to that, the leading advantage of the brand has a mediating role (partial) for the impact of emotional marketing on customer loyalty.
