EMOTIONAL BRANDING AND BUYING BEGAVIOUR : A STUDY OF SELECT FASTMOVING CONSUMER GOODS

Abstract

Objective: This research investigates the role of Emotional Branding (EB) in influencing consumer buying behavior and branding outcomes in the Indian market, specifically focusing on Delhi/NCR. Given the rising competition among brands and a growing preference for locally-made products, the study seeks to offer insights on how brands can leverage EB strategies to establish deep, enduring connections with consumers. The study aims to (1) identify the key determinants of EB, (2) develop and validate a comprehensive EB measurement scale, (3) analyze EB’s impact on buying behavior, and (4) assess the influence of EB on both buying behavior and broader branding outcomes. Rationale: In today’s dynamic market environment, where consumers are exposed to a multitude of brand choices, establishing an emotional connection with consumers is crucial for brand differentiation. With a rise in patriotism and consumer preferences for domestically-produced products, brands face increasing pressure to resonate with local values and preferences. This study addresses a gap in the understanding of EB in the Indian context, especially concerning its measurable components and its influence on consumer attitudes, intentions, and behavior. By providing an empirical basis for EB's role in shaping consumer behavior and brand perceptions, this research aims to contribute to both academic literature and practical marketing strategies. Methodology: The research employs a mixed-method approach, integrating both theoretical and empirical analyses. A literature review and bibliometric analysis covering studies from 1997 to 2023 (sourced from ScienceDirect, Scopus, Sage, ProQuest, and more) form the foundation for identifying the main EB determinants. Four core EB dimensions—sensory appeal, brand attachment appeal, communication appeal, and patriotism appeal—were derived theoretically. These were then validated empirically through a structured questionnaire administered to 941 consumers in Delhi/NCR, following a pilot study with 50 participants. The resulting Emotional Branding Scale (EBS) includes 73 items, of which 34 specifically measure EB components. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) were conducted to validate the scale, and Structural Equation Modelling (SEM) was used to examine the relationships between EB determinants and consumer behavior variables, including attitude, purchase intention, actual purchase, brand loyalty, brand awareness, perceived quality, and brand association. XII | P a g e Key Findings: The study identifies and validates four significant determinants of EB: sensory appeal, brand attachment appeal, communication appeal, and patriotism appeal. Results indicate that these factors significantly influence buying behavior (attitude, purchase intention, actual purchase) and branding outcomes (brand loyalty, awareness, perceived quality, and brand association). SEM analysis confirms that each determinant impacts the consumer decision-making process, enhancing both brand attachment and loyalty. Statistical analysis showed all hypothesized relationships to be significant, with p values < 0.05 and t-values exceeding 1.96, supporting the robustness of the EBS model. Implications: The study introduces a validated Emotional Branding Scale that captures essential components of EB and highlights their influence on consumer behavior and brand success. This scale not only fills a research gap in understanding EB in an emerging market context but also provides a replicable tool for future studies on EB across diverse markets and product categories. Practical insights from this research suggest that brands can strategically leverage sensory elements (e.g., visual and tactile stimuli) and build strong brand attachment through narrative-driven marketing and community-building events. Emphasizing patriotism appeal allows brands to resonate with local values, fostering a deeper emotional connection with consumers and enhancing brand loyalty. By integrating EB across touchpoints, brands can cultivate a consistent and impactful consumer experience. Recommendations and Future Research: This research advocates for optimizing sensory appeals (visual, auditory, tactile) and nurturing brand attachment through exclusive brand experiences. Authentic and consistent communication, coupled with patriotic messaging, can enhance emotional ties with consumers. Future research should consider examining additional variables such as brand trust and jealousy, investigating potential mediating and moderating factors, and expanding sample demographics beyond Delhi/NCR to improve generalizability across India’s diverse market landscape. Comparative studies across metro cities could yield further insights into regional variations in consumer emotional responses. Conclusions and Limitations: This study makes a foundational contribution to understanding Emotional Branding's role in consumer decision-making within the fast moving consumer goods (FMCG) sector. The EBS model offers a scalable approach to studying EB’s impact on buying behavior and brand loyalty, providing both theoretical and practical insights. However, limitations include geographic constraints to Delhi/NCR, potential survey biases, and the need for more extensive demographic representation. Future XIII | P a g e research should address these limitations and expand on this study's findings to provide a more comprehensive understanding of Emotional Branding in the Indian and global contexts.