Impact of Storytelling and Emotional Branding on Consumer Purchase Behavior in Quick Service Restaurants and FMCG

This study, titled "Impact of Storytelling and Emotional Branding on Consumer Purchase Behavior in Quick Service Restaurants and FMCG," explores the significant role of storytelling and emotional branding in influencing consumer decisions within the Quick Service Restaurants (QSR) and Fast-Moving Consumer Goods (FMCG) sectors. Recognizing the power of narratives to establish emotional connections and the effectiveness of emotional branding in fostering loyalty and engagement, this research offers valuable insights into these marketing strategies. Using an exploratory design, participants were exposed to commercials from selected QSR and FMCG brands to observe their purchase behaviors. The study employed the "willingness to purchase" scale developed by White et al. (2016), which, while novel in this application, shares common phrasing with previous measures used by the lead author to assess willingness and intention-related constructs (White & Peloza, 2009; White & Simpson, 2013; White, Simpson, & Argo, 2014). The empirical evaluation involved the use of bar graphs to visualize the data, providing a clear representation of the impact of emotional branding and storytelling on consumer behavior. Additionally, a one-way ANOVA was conducted to analyze the data based on the demographic variable of gender, comparing male and female responses. The results indicate higher likeliness, willingness, and inclination scores for QSR products, highlighting the effectiveness of emotional branding in creating strong consumer connections and driving purchase decisions. While these strategies also positively influence FMCG purchases, the effect is less pronounced, suggesting the need for a balanced approach that incorporates both emotional and practical appeals. This research has important implications for both marketers and businesses. It underscores the strategic value of integrating emotional storytelling into advertising, demonstrating how it can drive consumer behavior, enhance brand loyalty, and foster enduring connections between brands and consumers. By providing empirical evidence of the nuanced effects of emotional branding, this study contributes to a deeper understanding of effective marketing strategies in the QSR and FMCG industries.