Abstract
The current research aims to identify the role of emotional marketing with its dimensions (aesthetic emotions, utilitarian emotions, conscious emotions) in achieving marketing ambidexterity with its dimensions (opportunity exploration, opportunity exploitation, marketing agility) based on a sample of several commercial banks in Duhok Governorate. Additionally, it examines the extent of interest of commercial banks in the research variables and their dimensions, as well as how it contributes to improving and preferring their practices regarding these variables, stemming from the novelty of the variables and their importance to banks on one hand, and to society on the other. The research adopted the descriptive analytical method in completing both theoretical and practical discussions, and it was implemented in a sample of commercial banks in Duhok Governorate, with the research community consisting of 79 individuals who occupy administrative positions. 75 questionnaires were distributed to gather opinions on the researched variables, supported by data, observations, and limited interviews. The research used SPSS V.26 to analyze the primary data, employing descriptive and inferential statistical techniques to test the research hypotheses derived from the main questions. The statistical analysis revealed several results, the most prominent being that commercial banks are keen to improve their marketing ambidexterity, leading to an enhancement in their level, while the evaluation of emotional marketing directed attention towards improving aesthetic, conscious, and utilitarian feelings.
Keywords: Marketing, Emotional Marketing, Marketing Ambidexterity
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