Neuromarketing and the Role of Emotions in Customer Retention for Startups: A Qualitative Study in Malaysia

Afizan Amer, Irwan Ibrahim, Hayyum Suleikha Selamat, Anas Afandi Ahmad Apandi and Veera Pandiyan Kaliani Sundram
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Afizan Amer: Senior Lecturer, Digital Marketing, Faculty of Business and Management, University Technology MARA, Rembau, Negeri Sembilan, Malaysia.
Irwan Ibrahim: Associate Fellow, Malaysia Institute of Transport, University Technology MARA, Malaysia. Department of Technology and Supply Chain Management Studies, Faculty of Business and Management, UiTM Puncak Alam, Selangor, Malaysia.
Hayyum Suleikha Selamat: Lecturer, Faculty of Business Management, UCSI University Malaysia, Kuala Lumpur, Malaysia
Anas Afandi Ahmad Apandi: Lecturer, School of Economics and Management, Xiamen University Malaysia, Sepang, Selangor, Malaysia
Veera Pandiyan Kaliani Sundram: Lecturer, Department of Technology and Supply Chain Management Studies, Faculty of Business and Management, UiTM Puncak Alam, Selangor, Malaysia.

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 5, 842-856

Abstract: This qualitative study explores the role of neuromarketing and emotional branding in enhancing customer retention for startups in Malaysia. In a competitive market where startups often struggle with limited resources and brand recognition, emotional connections emerge as a cost-effective strategy to foster loyalty. Grounded in Emotional Branding Theory (Lindstrom, 2005) and Neuromarketing Theory (Plassmann et al., 2012), the research examines how emotional stimuli—such as storytelling, visual design, and personalized interactions—influence neurological responses and drive retention outcomes like repeat purchases and brand advocacy. Through semi-structured interviews with 20 participants, the study identifies three key emotional drivers: (1) authentic storytelling, which activates empathy and memory; (2) sensory and visual appeal, triggering positive emotional responses; and (3) personalized experiences, fostering trust and belonging. The findings highlight the alignment between psychological mechanisms and neuroscientific insights, demonstrating how emotionally resonant branding strategies can differentiate startups in Malaysia’s diverse cultural landscape. Practical recommendations include leveraging storytelling to create relatable narratives, investing in sensory marketing, and tailoring customer interactions. The study bridges theoretical and practical gaps, offering actionable insights for startups while contributing to the broader discourse on neuromarketing in emerging economies. Ethical considerations and cultural relevance are emphasized as critical for sustainable implementation. Future research directions suggest mixed-method approaches and cross-cultural studies to further validate these findings.

Date: 2025
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