THE ROLE OF EMOTIONAL BRANDING IN INFLUENCING CONSUMER DECISION-MAKING PROCESSES

Author(s)	Dr. R. Gurunathan Rajamani
Country	India
Abstract	ABSTRACT Emotional branding has emerged as a powerful marketing strategy aimed at forging deep and lasting connections between brands and consumers. This research explores the impact of emotional branding on consumer decision-making processes, focusing on how emotions influence brand perception, loyalty, and purchasing behavior. Drawing on theoretical frameworks and empirical studies, the paper examines key emotional drivers such as trust, happiness, nostalgia, and empathy that shape consumer attitudes. Primary data collected through surveys and interviews reveal that emotional engagement significantly enhances brand recall and customer loyalty, often outweighing rational factors like price and quality. The findings suggest that brands that successfully tap into consumer emotions can create a competitive advantage in today’s saturated marketplace. The study concludes by recommending strategies for businesses to integrate emotional branding into their marketing efforts to drive long-term customer relationships and brand equity.
Keywords	Emotional Branding, Consumer Behavior, Decision-Making Process, Brand Loyalty, Emotional Engagement
Published In	Volume 7, Issue 4, July-August 2025
Published On	2025-07-12
DOI	https://doi.org/10.36948/ijfmr.2025.v07i04.50794
Short DOI	https://doi.org/g9s9sk

About IJFMR Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us		+91-9687-828-838	editor@ijfmr.com

International Journal For Multidisciplinary Research