THE ROLE OF EMOTIONAL BRANDING IN INFLUENCING CONSUMER DECISION-MAKING PROCESSES

ABSTRACT Emotional branding has emerged as a powerful marketing strategy aimed at forging deep and lasting connections between brands and consumers. This research explores the impact of emotional branding on consumer decision-making processes, focusing on how emotions influence brand perception, loyalty, and purchasing behavior. Drawing on theoretical frameworks and empirical studies, the paper examines key emotional drivers such as trust, happiness, nostalgia, and empathy that shape consumer attitudes. Primary data collected through surveys and interviews reveal that emotional engagement significantly enhances brand recall and customer loyalty, often outweighing rational factors like price and quality. The findings suggest that brands that successfully tap into consumer emotions can create a competitive advantage in today’s saturated marketplace. The study concludes by recommending strategies for businesses to integrate emotional branding into their marketing efforts to drive long-term customer relationships and brand equity.