Lakew Alemu (Dr)Firehiwot Worku2023-12-112023-12-112023-05-08http://etd.aau.edu.et/handle/123456789/588In order to determine the influence of emotional branding on brand loyalty through the mediating role of customer satisfaction, the study concentrated on Ethiopia's Arada beverage brand. This study used a survey research technique, a quantitative approach, and an explanatory research design as its research methodology. 371 consumer questionnaires were then gathered using a time-location sampling method. Explanatory analyses were used throughout the investigation to discover patterns and trends in the data and to demonstrate a cause-and-effect relationship. The data that was gathered was examined using SPSS. The measurement satisfies the criteria for construct validity and reliability. Pearson's correlation test was used to examine the relationship between the dependent and independent variables. Through the mediating effect of customer satisfaction, Baron and Kenny's regression as well as Soble analysis were employed to assess the effect of emotional branding on brand loyalty. The empirical results of the study showed that brand loyalty is mediated by consumer satisfaction by emotional branding. which led to the conclusion that customer satisfaction acts as a mediator in the relationship and that brand loyalty is in fact explained by emotional branding. The study recommended that gearing marketing towards emotional branding by emphasizing the relationship connection to consumers can proof successful to beverage companies in Ethiopia.enemotional branding, customer satisfacton, brand loyaltyThesis