EMOTIONAL FACTORS AFFECTING TOWARDS BRANDING IN THE DIGITAL AGE

Krupa Mehta, Laxmi R. Dubey, Ranchhod P. Modi and Khushboo Kumari

No 2024-50-02, Working papers from Voice of Research

Abstract: encouraging brand loyalty. This research paper explores the diverse impact of emotional factors on branding, highlighting the significance of emotional brand attachment, trust, love, and engagement. Extracting insights from a synthesis of existing research, the paper emphasizes the effectiveness of emotional branding strategies in boosting brand loyalty and consumer engagement, particularly in the context of digital marketing and social media interactions. Additionally, it highlights the importance of internal marketing techniques and the incorporation of emotional branding with digital marketing strategies in strengthening brand perception and representation. The results focus on the critical role of emotional factors influencing consumer buying behaviour, shaping brand attitudes, and cultivating long-term consumer constancy. By understanding and employing emotional connections, marketers can enhance overall brand equity in the competitive digital marketplace. Key words:Brand emotionalization, consumer psychology, digitaladvertising, brand connection, trust, brand fidelity

Date: 2024-06
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