Emotion is a natural human sense that firms may harness to acquire new customers and build brand loyalty. It's almost like a committed relationship between the firm and its target audience; as long as the company provides a great experience for the target audience, brand loyalty should last. A brand's success depends on the development of an emotional tie between the consumer and the product. Emotion is a mental state caused by intuitive feelings triggered by reasoning, knowledge, and cognitive assessments of events or thoughts. mood can prompt acts based on its type and the reason for the person's mood. Emotions happen as feedback of what one makes of a situation such as a brand consumption experience.