The impact of emotional intelligence on marketing strategy

Abstract

In contemporary marketing, emotional intelligence (EI) has emerged as a strategic capability for creating authentic consumer relationships and improving brand performance. This research examines the impact of emotional intelligence, defined as the skills to perceive, understand and manage emotions, on marketing strategy formulation and implementation. Drawing from psychology and theories of consumer behavior, the paper elaborates the roles of emotional awareness, empathy and emotional regulation in the shaping of brand communications and consumer engagement. Based on a quantitative analysis of surveys, this research demonstrates the strong relationship between marketer emotional intelligence and key outcomes, such as brand trust, customer loyalty, and purchase intention. These results advocate for the inclusion of EI principles into the marketing strategy decision process, proposing a conceptual model of emotionally intelligent marketing that enhances both strategic effectiveness as well as the consumer experience.