Exploring the Long-Term Impact of Marketing Strategy and Consumer Emotional Resonance: Jellycat as an Example

Tong Zhang

2025

Abstract

In today's market, Jellycat brand produces novel plush dolls, and stands out with its unique marketing strategies, which has become the focus of research. Taking British high-end gift brand Jellycat as an example, this study explores how to combine its marketing strategy with consumer emotional value to achieve longterm brand influence and market success. The study found that Jellycat successfully built an emotional connection with consumers through anthropomorphic design and emotional marketing strategies, especially among adults, to form a “healing economy”. The study emphasizes the role of brand stories and social media in establishing consumers’ emotional connection and provides practical guidance for brand management in emotional marketing, aiming at enhancing brand loyalty and market competitiveness.

Paper Citation

in Harvard Style

Zhang T. (2025). Exploring the Long-Term Impact of Marketing Strategy and Consumer Emotional Resonance: Jellycat as an Example. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 74-78. DOI: 10.5220/0013986200004916

in Bibtex Style

@conference{prmc25,
author={Tong Zhang},
title={Exploring the Long-Term Impact of Marketing Strategy and Consumer Emotional Resonance: Jellycat as an Example},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={74-78},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013986200004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - Exploring the Long-Term Impact of Marketing Strategy and Consumer Emotional Resonance: Jellycat as an Example
SN - 978-989-758-778-8
AU - Zhang T.
PY - 2025
SP - 74
EP - 78
DO - 10.5220/0013986200004916
PB - SciTePress