Perception and impact of the new packaging brand design on end users

Present-day consumers judge brands based on their feelings and identities, two of their most distinctive qualities. Social Media and Digital Marketing have taken a significant leap in connecting with consumers and developing a personalized & emotional association with the Brand. According to this, modern businesses attempt to strengthen the emotional bond between consumers and brands, known as emotional Branding. This study aimed to ascertain the efficacy of emotional Branding for creating a favourable brand perception focusing on Pune City's soft drink beverage market. The study is quantitative in its design and examines the link between emotional Branding and positive brand perception. We collected data from 200 respondents using a Likert-based questionnaire. The study's findings concluded that emotional Branding positively correlates with brand perception and Brand building. The results of this study also offer critical understanding and insightful suggestions to local brands to improve their Brand equity.

Background/Objectives: Emotional branding targets different dominant emotions of a man appealing and convincingly. The objective of the paper is to explore the distinguished successful brands that are successfully branded to dominant human emotions. Methods/analysis: This paper is an exploratory research theoretically analyzed in accordance to the objective and investigated the successful brands that has appropriately identified the dominant emotion of the human for the brand to pitch and associated effectively in a way that customers are brand loyal phenomenally. Additionally, this paper has portrayed the successful brand for each dominant emotion of man in accordance to the objective of the study. Findings: The branding really positions and ranks the product in a unique way getting distinguished one from others in the mind of the consumers, but some brands fail to identify the right emotion rather the branding becomes issuable and the effect contradicts the expected one. Positive branding of products really works out well on the scenario of the marketing but when the customer couldn’t recognize the same when using the product, it gives the negative effect and demotes the brand. When the target audience is not recognized systematically and legibly then the branding works out at one group but on the negative way to the other group, the common understanding of the product will be missed out in the market. Though, when the product is positioned and emotionally branded well by advertisement and on the other hand when company sustains unethical activities, or the product being good but advertisement has ethics lacking then the brands fails. Loyal customers are difficult to earn and it more difficult to sustain them. Applications/improvements: This has to be keenly implemented by the advertisers to uphold the dignity of human values and perform business development activities. Further researchers can focus on micro level of positioning done on each emotion by different brands and their key features and outcomes.

Purpose: The aim of the study was to assess the role of emotional branding in consumer decision making in Brazil. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study found that emotions heavily influence how consumers perceive brands and make purchasing decisions. Brands that successfully establish emotional connections with their target audience tend to enjoy higher levels of customer loyalty, repeat purchases, and positive word-of-mouth recommendations. Emotions such as joy, excitement, trust, and belonging are often associated with successful emotional branding strategies. These emotions not only create memorable brand experiences but also contribute to building strong relationships between consumers and brands. Moreover, emotional branding can differentiate a brand from its competitors in a crowded marketplace, leading to increased brand preference and market share. Overall, understanding and leveraging emotional branding can significantly impact consumer behavior and drive business success. Implications to Theory, Practice and Policy: Cognitive appraisal theory, self-concept theory and affective disposition theory may be used to anchor future studies on assessing the role of emotional branding in consumer decision making in Brazil. Businesses are encouraged to implement personalized emotional branding strategies that are tailored to different consumer segments. There is a need to advocate for ethical and responsible emotional branding practices within the industry.

ABSTRACTThe purpose of this article is to contribute to the branding literature by examining the critical role of brand stereotypes in shaping consumers’ brand‐related responses. Drawing on the Stereotype Content Model, this article examines how warmth and competence stereotypes impact consumers’ emotional reaction toward brands and in turn consumers’ brand attitudes and behavioral intention. In addition, this article examines how brand stereotypes mediate the relationships between brand personality and consumers’ brand emotions. The results from this study support the dual role of brand stereotypes as relevant predictors of brand emotions, and intervening variables mediating the effects from brand personality perceptions on brand emotions. The findings support the view that mechanisms of social perception apply to brand perception and provide new insights about the relationship between consumers’ brand perceptions and their responses toward brands.

The purpose of this study is to identify the relationship between brand perception, brand identification, brand emotion and brand loyalty for sports event sponsor company. Study subjects were ARENA, a sponsor company for 30th ARENA National Masters Swimming Competition and 246 male and female adult swimmers over 20 years old. Collected survey data were analyzed using convenience sampling method. Regarding data analysis, Cronbach’ α analysis, convergent validity and discriminant validity analysis were conducted for frequency analysis and reliability analysis using Statistical Package for the Social Sciences (SPSS) 21.0 and Amos 18.0, and Structural Equation Modeling (SEM) analysis was conducted to test Confirmatory Factor Analysis (CFA), model goodness of fit and individual hypotheses. Study results are as follows. First, only brand position among the brand perception factors significantly affected brand identification, and brand identification positively affected brand emotion. Furthermore, study results showed brand emotion affected both attitudinal and behavioral loyalty, but affected behavioral loyalty more strongly.

The brand plays the key part in consumer decision-making on products, and it is crucially important to both producer and consumer. The long-term globalization process has significantly influenced international brand policy. A successful brand in the domestic market is not a prerequisite of success in global markets. Successful global brand reflect on the rational as well as emotional customer expectations and desires that may change over time. The consumers generally consider branded product to the significant of quality, and they are likely to opt for the proven brand rather than even considering also the other brands available. The aim of this paper is to evaluate the relationship between selected socio-demographic characteristics (gender, age, education) and the subjective perception of selected global brands (branded products) quality by current consumers using selected mathematical-statistical methods. We realized a large-scale marketing survey was conducted on a sample of consumers (total 2002 respondents) with a minimum age of 15 years in 2018. The analysis results show relationship of different nature and intensity between socio-demographic characteristics of respondents and their attitudes towards quality of branded products. Conclusions and findings of analysis can be considered appropriate to apply to current consumer markets. The findings of the survey proved that effective branding strategies shall respect, inter alia, pursue the also socio-demographic trends consumers markets. The socio-demographic characteristics of consumers shall be considered the reliable selection criterion for determining both attractivity and potential of the brand in terms of the success of the brand.

In the world of branding, using symbols and signs effectively is essential to developing a powerful and recognisable identity. Semiotics, the study of signs, symbols, and how they are interpreted, is important in forming brand perception and affecting consumer behaviour. Being able to convey a company's message and values through visual signals is crucial to building a strong and successful brand. In order to better understand how signs and symbols are used to influence customer behaviour, this article will investigate the connection between semiotics and brand perception. We will examine the fundamentals of semiotics, how it affects consumer behaviour and brand perception, the value of brand identity, and the best methods for integrating semiotics into branding. We will also look at recent developments in semiotic branding and how technology is influencing this important aspect of effective branding in the future. With this investigation, we hope to offer tips and advice to help businesses develop a distinctive brand identity that appeals to their target market and encourages customer loyalty.

Consumer psychology plays an important role in shaping purchasing decisions in the fashion industry, where emotional connections, brand identity, and storytelling significantly influence consumer behavior. This review paper explores how fashion brands leverage psychological principles to create compelling brand narratives that foster brand loyalty and drive sales. It examines the interplay between self-concept, brand perception, and emotional branding, emphasizing how storytelling enhances brand authenticity and consumer engagement. Additionally, the study highlights the role of digital media and influencer marketing in reinforcing brand identity. By synthesizing existing literature, this paper provides insights into effective brand communication strategies and their impact on consumer decision-making in the dynamic fashion market. The findings offer valuable implications for fashion marketers seeking to strengthen brand-consumer relationships through strategic storytelling and identity positioning.

The traditional branding methods of emphasizing the material effects of the products have been proved unsuccessful in todays U.S marketing environment. Consumers are exposed to an increased amount of information on digital media platforms. Emotional branding is a marketing technique that can generate demands in this ever-changing market environment. Emotional branding appeals to consumers emotions and therefore stimulates their purchasing behaviors. There are various strategies within the concept of emotional branding. The three frequently discussed emotional branding strategies are forming brand communities, attaching prosocial aspects to the products, and providing customized services. Those strategies are employed by successful brands in the United States. This paper will analyze those strategies and their applications in detail. Psychological theories are helpful in explaining the effect of emotional branding. Maslows model of human needs evaluates the factors that meet consumer needs and expectations during the branding process. Each emotional branding strategy mentioned in this paper can target a need from the top levels of Maslows model, including social, esteem, and self-actualization needs. In this paper, case studies in the market in the United States are used to address the application of both branding strategies and Maslows theory. With the consideration of consumer expectations, emotional branding strategies are effective in forming bonds between brands and consumers and increasing brand loyalties.

Purpose – This paper aims to explore the role and influence of product emotion and brand emotion on consumer purchase behavior in the Iranian market and consumption context. As products are almost homogenized, it is assumed that product emotion and brand emotion can elicit emotions in consumer purchase behavior, which results in experiences or a different kind of purchase behavior outcome. Also, this study aims to investigate how consumers emotionally relate to brand and products and how this relation affects their purchase behavior. Design/methodology/approach – This study is a field descriptive, applied research which uses structural equation modeling. Paper-pencil self-report questionnaire was used to gather required data. Pilot tests were conducted on 40 respondents, and the results were used for checking validity and reliability of the questionnaire. In the second phase, 400 questionnaires were subjected to respondents. Exploratory factor analyses were used to investigate the data and the correlation between constructs. Findings – The results were in line with previous research works and fulfilled the goals of current study. The estimation and fit indices meet or even exceed the criteria and the measurement model fits the data well. Using structural equation modeling, correlations were found significant. Brand emotion and product emotion both influence consumer purchase behavior significantly, through four constructs of purchase behavior. Research limitations/implications – Due to the research approach, data gathering tool and sampling process, the generalizability of this research is limited or may be market or product oriented; the results of this research must be interpreted within its limitation and scope. Originality/value – This study shows that in the Iranian market and consumption context, product emotion and brand emotion are correlated and directly and indirectly elicit emotions in consumer’s behavior. Also this study helps to understands how Iranian consumers perceive brands and products emotionally and how they evaluate alternatives based on their emotion.

Recognising the psychological and emotive factors influencing consumer purchasing decisions is indispensable for brand success in the competitive market. This study investigates the impact of brand awareness, brand attributes, and brand congruence on purchasing decisions, with emotional branding as a mediating variable. The employed approach is quantitative. The participants in this study were coffee customers from various renowned coffee establishments in Jakarta. Utilising an accidental sample method, specifically engaging customers who coincidentally encountered the author, yielded 201 respondents. The data analysis employed the Structural Equation Model with SmartPLS. The findings indicated that brand awareness and congruence substantially affected purchasing decisions directly and via emotional branding. Brand features did not dramatically affect buying decisions, suggesting that other elements, such as consumer-brand emotional connections, significantly influenced purchasing behaviour. Furthermore, emotional branding was validated as the primary mediating variable, enhancing the correlation between brand-related characteristics and consumer decision-making. These findings underscore the significance of establishing robust emotional connections with consumers, rather than depending exclusively on brand features, to stimulate buying intentions. Brands should enhance their emotional engagement tactics to foster customer loyalty and successfully affect consumer behaviour.

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Human emotions play a vital role in cognitive processes, decision-making, purchasing behavior, and social interactions. In any market, consumer engagement with brands is not just transactional; it is intensive, deep-rooted, stable, and emotionally attached. Establishing trust and loyalty between customers and brands has become increasingly crucial, extending beyond mere satisfaction based on benefits. As a result, emotional branding and emotional marketing are gaining significance and recognition among practitioners and marketing researchers, as they enhance credibility for customers. This descriptive study primarily aims to analyze the mediating role of brand commitment in the relationship between emotional branding and brand trustworthiness. A convenience sampling technique was adopted to gather 308 samples using an online questionnaire. The sampling adequacy for the study was determined by the KMO and Bartlett’s test, yielding a value of 0.935. Data were analyzed using correlation, stepwise regression, and mediation analysis in SPSS and JAMOVI to assess the mediating role of brand commitment in the relationship between emotional branding and brand trustworthiness. The findings indicate a robust and positive relationship among emotional branding, brand trustworthiness, and brand commitment. The stepwise regression model revealed that emotional branding antecedents significantly predict both brand trustworthiness and brand commitment. Furthermore, mediation analysis confirmed that emotional branding antecedents significantly impact brand trustworthiness, with brand commitment serving as a mediator, thus validating the mediation analysis. This study recommends that brand trustworthiness can be improved through emotional branding strategies, leveraging the mediating effect of brand commitment activities. Consequently, marketers can achieve a higher level of brand trustworthiness and commitment by enhancing emotional branding strategies with their customers. The research concludes that emotional branding strategies are significant predictors of brand trustworthiness, with brand commitment playing a vital mediating role in this relationship. Future research could explore these dynamics in different geographical areas and consider additional variables, such as brand satisfaction, brand love, and brand attachment, to further enrich the model.

This study uses MIXUE, a well-known ice cream and tea beverage brand in China, as a case study to examine the connection between brand perception and marketing strategy choice. The study examines how MIXUE's marketing methods are influenced by its affordable and trendy brand perception. This work uses a combination of qualitative and quantitative techniques, such as conjoint and regression analysis, and finds that price sensitivity is important for MIXUE's target market, especially for users on a tight budget. The study also emphasizes how crucial MIXUE's strong brand imagesupported by its "Snow King" mascotis in influencing customer loyalty and perception. Key findings suggest that MIXUEs brand perception significantly impacts its marketing strategies, particularly in maintaining competitive pricing and offering customizable products that align with consumer preferences. The study also underscores the effectiveness of MIXUEs integrated marketing communications in reinforcing its brand identity. However, the study faces limitations, including a limited sample size and the challenge of quantifying qualitative attributes like ingredient preferences. The findings recommend that MIXUE continue leveraging its brand perception through strategic pricing and promotions. Future research should explore the impact of brand perception on marketing strategies across different cultural and geographic contexts to gain a more comprehensive understanding.

This study examines the communicative and symbolic dynamics of Christmas advertising, with a focus on how festive contexts shape emotional branding strategies in comparison to ordinary advertising. Building on theories of ritualized consumption and value orientations, the research investigates whether Christmas-themed commercials differ systematically in product categories,emotions, narratives, advertising formats, and conveyed values. A total of 200 commercials were collected from Italian public and private broadcasters in December 2024. The corpus was analyzed through systematic content analysis, using a codebook developed around five key variables: product category, dominant emotion (based on the Geneva Emotion Wheel), narrative strategy, advertising format and conveyed values (Schwartz’s model). Chi-square tests of independence were applied to verify the significance of observed associations. Findings indicate that Christmas commercials predominantly employ emotional storytelling, emphasize positively valanced, low-control emotions,and favor the storytelling format over functional alternatives such as product-in-action. From a value perspective, they highlight conservation-oriented themes (e.g., tradition, stability, benevolence), while ordinary commercials lean more toward openness to change. Although differences in self- transcendence vs. self-enhancement did not reach the strict statistical threshold, residuals suggest a tendency toward prosocial orientations in Christmas advertising and individualistic ones in ordinary contexts. Finally, the results demonstrate that Christmas advertising operates as a ritualized communication system, where symbolic codes, emotions, and narratives converge to reinforce brand–consumer relationships. Beyond mere product promotion, festive advertising acts as a cultural performance that embeds brands within collective imaginaries and identity narratives. Implications for both theory and practice highlight the strategic potential of emotional branding in culturally saturated periods. Keywords: Christmas advertising – Emotional branding – Seasonal marketing – Television commercials – Content analysis – Storytelling – Consumer values – Ritualized consumption