The Effectiveness of Emotional Branding in Driving Consumer Purchase Intentions: A Mixed-Methods Approach

Description

The Effectiveness of Emotional Branding in Driving Consumer Purchase Intentions: A Mixed-Methods Approach

Abstract

Marketers must understand how emotional connections affect consumer behavior as buyers are increasingly attracted to brands that share their values and emotions. By analyzing emotional triggers using both quantitative surveys and qualitative interviews, the main purpose of this research is to examine how emotional branding affects buyer purchase plans. Generally, emotional branding majorly involves feelings of consumers like nostalgia, happiness or trust and others. It will  help to build a strong connection with brand.  Depending on how customers feel about the brand, instead depending on just functional aspects could help the buyers to make potential decisions.

Brands could create messages that genuinely associate with their interest group by monitoring these emotional triggers. However this research uses the mixed methodology to present clear view on how emotional branding helps to model customer behavior efficiently. Initially, the quantitative surveys evaluate how the customers’ attitude towards the brand are impacted by emotional applications. The research recognizes which emotional triggers perform well with different product types that involve from daily to luxury products. Through assessing this information ,the research directs is to recognize present emotional aspects. That will highly impact the buyers on purchasing preferences.

From the second phase, qualitative interviews with consumers could efficiently offer dynamic insights into consumers’ motivations for their emotional reactions towards branding. For understanding whether emotions of customers like nostalgia and joy or trust could impact having long-term loyalty towards brand, these in-depth interviews are useful. These findings are extremely helpful for the marketers for developing more effective emotional branding to their products in the market. This could help to resonate not only with the surface level but also in-depth engagement with the buyers. Finally, this research would provide efficient information for developing emotional branding. It will impacts customers preferences to purchase and foster the loyalty of brand.

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