Emotional Branding and its Impact on Modern Consumers

doi:N/A

Advances in Consumer Research

Issue:6 : 1971-1975

Original Article

Emotional Branding and its Impact on Modern Consumers

Medha Kanetkar

Mrunmayee Kanetkar

Principal, Shri Niketan Arts Commerce College, Nagpur, Maharashtra, India.

Assistant Professor, C.P. & Berar E.S. College, Nagpur, Maharashtra, India

Abstract

Emotional branding is a marketing strategy that creates an emotional connection between a brand and its consumers. This paper explores the impact of emotional branding on modern consumers, including its role in creating loyalty, driving engagement, and influencing purchasing decisions. The paper also examines successful examples of emotional branding campaigns and highlights the importance of emotional branding in building strong brand relationships

Keywords

Behaviour

Branding

Consumer

Decision

Emotional

Engagement

Purchase

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