The Influence of Emotional Branding on Consumer Loyalty and Purchasing Decisions
Emotional branding has emerged as a powerful tool for businesses to create deep connections with consumers, influencing both loyalty and purchasing decisions. This paper explores how brands leverage emotional branding strategies to build strong emotional bonds with their customers, resulting in increased brand loyalty and a higher likelihood of repeat purchases. The study examines the key components of emotional branding, including brand attachment, trust, and engagement, and how these factors contribute to consumer decision-making processes. Empirical data gathered from various industries support the conclusion that emotional branding is a crucial factor in driving long-term consumer loyalty and sustainable business success. 2026, IGI Global Scientific Publishing. All rights reserved.
Emotional and Experiential Dimensions of Modern Marketing;pp.93-116
Restricted Access; Hardcopy may be available in the library
https://doi.org/10.4018/979-8-3373-7615-8.ch004 https://www.scopus.com/pages/publications/105024031612?origin=resultslist
Singh J., Christ University, India; Singh K., Christ University, India