Emotional Brand Research Articles

From Attachment to Action: Consumer Identification and the Sustainable Buying of Rural Brand Products Like “Pită de Pecica”

The current research examines the psychological and perceptual predictors of sustainable consumption behavior in a rural Romanian context, with specific reference to the traditional product Pită de Pecica. A sample of 485 consumers (n = 485) who were familiar with Pită de Pecica completed validated instruments measuring brand identification and brand attributes perceived. An exploratory factor analysis (EFA) was applied to find two dimensions on each scale—brand-based self-definition (α = 0.92) and emotional brand attachment (α = 0.86); and sensory-affective brand association (α = 0.87) and product functional-symbolic value (α = 0.84). Emotional brand attachment (EBA) refers to the emotional bond a consumer forms with a brand; sensory-affective brand association (SABA) captures affective and sensory connections; and decision tree regression is a machine learning technique that identifies non-linear predictors. In this study, sustainability is operationalized across cultural, economic, and environmental dimensions, reflecting both traditional product preservation and support for regional food systems. A decision tree regression model was then applied to predict the frequency of sustainable consumption behavior. Emotional brand attachment was the strongest predictor (relative importance = 26.13%), sensory-affective brand association was second most important (16.91%) and brand-based self-definition was third (13.99%). Demographic variables (e.g., income, age) were weak predictors. The model explained 43% of the behavior variance (R2 = 0.43) despite considerable behavioral unpredictability (MAPE = 236.85%). Findings show that emotional and identity-driven brand connections are central to leveraging sustainable consumption in rural contexts, which has important implications for future branding initiatives, agri-food policies, and local economic revitalization initiatives that promote sustainable development. Findings support adopting cultural, psychological, and economic dimensions of sustainable development across development paradigms.

The Emotional Path to Loyalty: Examining the Mediating Role of BrandLove in Fostering Repurchase Intentions

This study explores the mediating role of brand love in fostering repurchase intentions within Pakistan's clothing industry, focusing on the impact of digital innovation and online shopping experiences. Grounded in Social Exchange Theory, the research posits that consumers reciprocate positive digital interactions with emotional attachment (brand love), which in turn drives loyalty and repurchase intentions. A quantitative approach was employed, utilizing survey data from 438 online shoppers in Islamabad, Rawalpindi, and Wah Cantt. Structural equation modeling (PLS-SEM) revealed that both digital innovation (β = 0.286) and online shopping experiences (β = 0.422) significantly enhance brand love, which subsequently strengthens repurchase intentions (β = 0.531). The findings confirm brand love as a critical mediator, bridging functional digital attributes with emotional consumer loyalty. The study underscores the importance of integrating technological advancements with emotional branding strategies to sustain competitive advantage in emerging markets. Managerial implications include investing in user-friendly digital interfaces, augmented reality tools, and personalized marketing to cultivate emotional connections. Limitations include geographic and industry- specific constraints, suggesting future research across diverse regions and sectors.

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

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

Co-Creation and User-Generated Content: A Collaboration Between Creators and Users

This study examines how the relationship between content producers and consumers has changed in the digital era, with a particular emphasis on co-creation and the function of user-generated content (UGC). The line separating consumers and producers has become increasingly hazy with the emergence of digital platforms, enabling more participatory and cooperative relationships. This study explores the role of user-generated content (UGC) as a strategic tool for value co-creation in the context of Starbucks, a global coffeehouse brand. By conducting a qualitative thematic analysis of customer comments, reviews, and posts across major social media platforms, the research identifies key themes reflecting customer participation in product innovation, customization, emotional branding, and brand loyalty. Drawing from Service-Dominant Logic and Value Co-Creation Theory, the study reveals the integral role of digital interactions in shaping brand-consumer relationships and enhancing business strategies. Keywords: User-Generated Content, Co-Creation, Starbucks, Social Media, Thematic Analysis, Service-Dominant Logic, Value Co-Creation

ANALYZING THE FACTORS INFLUENCING CONSUMER BRAND LOYALTY: A SURVEY-BASED STUDY IN THE FMCG SECTOR IN INDIA

This research study investigates the key factors influencing consumer brand loyalty in the fast-moving consumer goods (FMCG) sector in India. The objective is to understand the role of traditional factors such as product quality, price, and advertising, as well as emerging factors like brand experience, emotional branding, and corporate social responsibility (CSR). A quantitative survey was conducted with 500 FMCG consumers across India using a structured questionnaire. The data was analyzed using descriptive statistics and multiple regression analysis via SPSS software. The findings reveal that product quality and brand experience are the most significant drivers of consumer loyalty, contributing 28% and 25% to loyalty, respectively. Price sensitivity also plays a critical role, particularly among middle-income consumers. Emotional branding has a notable impact, though less pronounced than quality and price. Advertising showed a modest effect, while CSR had the least direct influence on loyalty. These results suggest that brands should prioritize product quality, competitive pricing, and brand experience to build and sustain loyalty. CSR efforts, while valuable for brand perception, should complement other loyalty-building strategies. The study offers practical insights for marketers in India's competitive FMCG sector, emphasizing the need for a comprehensive approach to fostering brand loyalty.

Examining the impact of anthropomorphism and AI-chatbots service quality on online customer flow experience – exploring the moderating role of telepresence

Purpose Artificial intelligence (AI)-enabled chatbots are considered one of the most intelligent applications with a high degree of anthropomorphism as they can make interactions and conversations with customers more human-like. Therefore, this study aims to discover how AI applications with high anthropomorphism shape different aspects of the online customer experience and reactions, such as emotional brand attachment and brand loyalty. Design/methodology/approach This study adopted the flow experience model as a theoretical base. The current study model was also extended by considering AI service agents service quality (AISAQUAL). A quantitative approach was adopted to validate the current research model and test the main hypotheses. Therefore, an online survey questionnaire was conducted with 500 customers with experience using AI-enabled chatbots in Jordan. Findings Statistical results supported a strong significant impact of AISAQUAL and anthropomorphism on online customer flow experience, which in turn significantly predicted both emotional brand attachment and brand loyalty. Research limitations/implications This conceptual model considers two main factors – AISAQUAL and anthropomorphism – as key drivers of online customer flow experience. In this regard, considering the R2 value of 60% recorded in the online flow experience with AI-enabled chatbots, other factors may contribute to influencing customers’ online experience with AI-enabled chatbots. Some of the most important factors to be considered by future studies include emotional intelligence capabilities (Urbani et al., 2024), cultural differences (Shams et al., 2024), perceived credibility (Shin, 2022) and reciprocity (Adam and Benlian, 2023). Practical implications This study provides valuable guidelines for service providers, practitioners and designers. These guidelines can help build more successful AI-enabled chatbots that enhance customer interactions and create more attractive and unique user experiences. Originality/value The comprehensive model proposed offers a holistic understanding of how different psychological, personal and environmental factors contribute to the overall customer experience. From a methodological perspective, this study successfully used statistically and empirically validated metrics to measure the proposed model, particularly in the context of the Middle East (Jordan). Future studies can apply these robustly validated metrics to evaluate the effectiveness of anthropomorphic AI interactions in similar contexts. This study provides valuable guidelines for service providers, practitioners and designers. These guidelines can help build more successful AI-enabled chatbots that enhance customer interactions and create more attractive and unique user experiences.

Analyzing Emotional Experiences Through UGC: Insights from Bali and Phuket

ABSTRACT This study compares tourist experiences in Bali and Phuket, two renowned tropical destinations in Southeast Asia, by analyzing 33,921 reviews from tourists who visited both locations. Addressing a gap in comparative studies that often rely on different tourist groups and overlook emotional differences, this research focuses on shared UGC to minimize bias. Utilizing Plutchik’s psychoevolutionary theory of emotions and employing advanced textual analysis, including network and correspondence analysis, the study identifies key emotional patterns tied to specific attractions. Bali is associated with cultural landmarks and natural beauty, evoking trust, joy, and anticipation, while Phuket’s beaches and nightlife elicit joy and excitement but also highlight challenges such as overcrowding at Patong Beach. Correspondence analysis links joy to Nature & Parks in Phuket, highlighting their role in enhancing visitor satisfaction, and identifies areas for improvement in Bali’s Nature & Parks, such as maintenance issues and environmental care. This study extends Robert Plutchik’s psychoevolutionary theory and emotional branding theory to the tourism industry and emphasizes the applicability of textual analysis in understanding cross-cultural differences in emotional responses.

Service-dominant logic in the hotel industry: Pathway to brand awareness and loyalty

This study aims to analyze the influence of service-dominant logic (SDL) on brand attitude, emotional brand attachment, and brand engagement and the impact of these three variables on brand awareness and brand loyalty among hotel users in Bandung City. A quantitative approach was used in this study with data collection techniques through questionnaires distributed to 230 respondents, namely hotel users in Bandung. The structural equation modeling method based on partial least squares (SEM-PLS) was used to test the relationship between variables in the research model. The results of the study indicate that SDL has a significant positive effect on brand attitude, emotional brand attachment, and brand engagement. in addition, brand attitude, emotional brand attachment, and brand engagement also have a positive effect on brand awareness and brand loyalty. These findings indicate that the SDL approach implemented by hotels can strengthen emotional relationships and consumer engagement with the brand, which ultimately increases customer awareness and loyalty to the hotel brand.

Brand experiences and loyalty among young smartphone users: a serial mediation analysis

PurposeThe current study aims to investigate how young smartphone users in Bangladesh relate their brand experiences to brand loyalty. In addition, we want to visualize the direct and mediating effects of brand satisfaction, brand love and brand advocacy in our model.Design/methodology/approachThe researchers examined the hypotheses by employing structural equation modeling (SEM) in AMOS and Decision Analyst STATS, version 2.0, with a sample size of 470 Bangladeshi smartphone users. The authors constructed the conceptual model by drawing upon both theoretical and empirical foundations. The researchers obtained data by utilizing an adopted and self-administered pre-structured questionnaire distributed via an online platform.FindingsThe results showed that brand experience greatly influences brand satisfaction, love, advocacy and loyalty, all of which have a significant impact on users’ brand loyalty across the country. The findings also suggested that the function of brand satisfaction as a critical mediator in the link between brand experience and brand loyalty was significant.Originality/valueThis experiment contributes to the body of knowledge by focusing on emotional brand attachments like brand satisfaction, love and advocacy and proposing that they can mediate experience and loyalty in the mobile market. The study also helps managers and executives better understand the primary drivers of smartphones, which are essential for generating and sustaining consumers’ happiness and loyalty in today’s highly competitive consumer market.

Demystifying the Green Choice: A Study on Emotional Branding and Sustainability in the Packaged Food Industry

Demystifying the Green Choice: A Study on Emotional Branding and Sustainability in the Packaged Food Industry

Research on the Strategic Development of the Skullpanda IP Series under the POP MART Brand

The main research content of this paper is around the IP blind box toys of the POP MART brand and its core pop culture forms, and the main analysis object is the most popular and best-selling series of POP MART’s IP co-brands - Skullpanda trend toy IP series. And selected one of the hottest and most popular combinations of Skullpanda toys “Warmth” theme series toys. It mainly focuses on two research meanings and directions, the first is the insight into consumer behaviour and demand, and the second is the exploration of brand value and IP strategy. Text analysis and literature analysis are mainly used to explore the interactive relationship and performance between Skullpanda IP and consumers and explore the interaction and reaction among consumers by studying the comments on the posts of Little Red Book, the social media platform of Skullpanda Warmth series. It is found that the interactive relationship between POP MART Skullpanda warmth series IP and consumers has a highly sticky and positive state. In addition, the audience response from the warmth series text analysis also represents the value content and IP strategy of the POP MART brand, mainly including the strategic performance of “blind box +IP operation” which is characterized by satisfying the gambler’s psychology and curiosity mentality of the audience, as well as POP MART’s unique IP operation and brand emotion.

Eksplorasi Brand Love sebagai Faktor Kunci dalam Loyalitas Penonton Serial Barat

This research examines the direct and indirect influence of emotional brand attachment, brand satisfaction and brand experience on brand love and customer loyalty of Western series viewers in Indonesia. Data was collected using a non-probability sampling technique using an online questionnaire distributed to 300 respondents quantitatively. This research analysis uses Partial Least Squares - Structural Equation Modeling (PLS-SEM). The research results show that emotional attachment, brand satisfaction, and brand experience significantly influence brand love. However, emotional attachment and brand experience do not have a direct influence on customer loyalty, highlighting the mediating role of brand love. Brand satisfaction is proven to be a key predictor of customer loyalty. These findings underscore the importance of building emotional connections, creating positive experiences, and ensuring audience satisfaction to drive loyalty through brand love. This research provides practical implications for Western series producers to increase audience engagement by integrating elements of cultural relevance, improving story quality, and utilizing social media platforms. Future research could explore additional factors influencing customer loyalty as well as examine different cultural contexts to broaden the generalizability of the findings.

The Human Side of Branding: Warmth, Competence & Loyalty

This study investigates the influence of brand warmth and brand competence on consumer brand identification and their subsequent impact on buying intention and brand ownership. The research aims to bridge existing literature gaps by integrating emotional (warmth) and functional (competence) brand dimensions in the context of emerging markets, specifically Pakistan. It builds upon prior models by incorporating consumer brand identification as a mediator and validates its influence on brand loyalty through ownership. Constructs were measured using validated Likert-scale items. Structural Equation Modeling (SEM) via SmartPLS and AMOS was used to test the conceptual model and hypotheses. Results revealed significant relationships between brand warmth, brand competence, and consumer brand identification. Buying intention was strongly predicted by consumer brand identification and brand attitude. Buying intention also significantly mediated the relationship between identification and ownership. The model demonstrated high predictive validity (R² = 0.68 for brand ownership). This study contributes by confirming that emotional branding, especially warmth, holds stronger influence than competence in emerging markets. It offers practical strategies for brand managers to foster long-term consumer engagement.

Impact of Sensory Branding and Brand Awareness on Consumer Buying Behavior

Consumer buying behavior is significantly influenced by branding strategies, particularly sensory branding and brand awareness. This study explores the impact of sensory branding and brand awareness on consumer purchasing decisions, emphasizing the mediating role of perceived quality and the moderating effect of consumer experience. The research adopts a quantitative approach, utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze survey data from consumers who have engaged with brand advertisements and sensory marketing efforts. Findings indicate that while advertisements enhance brand awareness, they do not directly lead to brand loyalty, challenging traditional marketing assumptions. Sensory branding significantly improves perceived quality, reinforcing its role in shaping consumer perceptions. However, perceived quality alone does not guarantee long-term loyalty, highlighting the necessity of emotional engagement and personalized consumer experiences. The study contributes to branding literature by integrating theoretical models such as the Stimulus-Organism-Response (SOR) framework and Aaker’s Brand Equity Model, providing insights into how brand awareness, sensory engagement, and perceived quality interact in consumer decision-making. Practical implications suggest that businesses should move beyond traditional advertising strategies to focus on multi-sensory engagement, consumer co-creation, and personalized branding experiences. Future research should further explore emotional branding and digital consumer engagement strategies to strengthen long-term brand loyalty. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study analyzed data from 350 respondents, revealing that brand awareness explains 23.6% of the variance (R² = 0.236), while consumer buying behavior is influenced by advertisement (β = 0.407, p < 0.001) and brand awareness (β = 0.087, p < 0.047)​. Furthermore, the study found that brand loyalty accounts for 35.9% of variance (R² = 0.359), with advertisement significantly contributing to brand loyalty (β = 0.420, p < 0.001)​

A Review of Factors Influencing Brand Attachment

In the whole process of consumer purchase decision-making, not only rational factors play a role, but also irrational factors or emotional factors play a very important role, that is, consumers will be driven by their own emotions towards the brand and make a purchase, consumer brand emotion is an important part of the consumer-brand relationship, which has a very important role in brand management, and brand attachment belongs to the special emotion of consumers to the brand, which mainly describes a kind of emotion like mother-child relationship. This paper summarises the influencing factors of brand attachment in recent years, mainly including consumer perspective, brand perspective, and consumer-brand relationship perspective for classification, and puts forward the idea of future research on brand attachment based on this.

EVALUATING LOYALTY IN SOUTH AFRICA’S HOTEL INDUSTRY: THE EFFECT OF SERVICE QUALITY AND BRAND EQUITY

The hotel industry in South Africa is fiercely competitive, with a range of accommodation options from international chains to boutique establishments. Establishing and maintaining customer loyalty is essential for hoteliers to ensure repeat business and stand out in a crowded market. This study aimed to evaluate the effect of service quality and brand equity on customer loyalty in South Africa’s hotel industry and explored the mediating effects of tangibles, responsiveness, reliability, empathy, and assurance on customer loyalty through service quality, as well as the mediating effects of brand attachment and brand attitude on customer loyalty through brand equity. Guidedby a positivist paradigm, the study employed a quantitative methodology and a descriptive research design. Data was collected via an online survey from 379 respondents and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) to test the hypotheses with SmartPLS version 3. The findings revealed a statistically significant effect of service quality and brand equity on customer loyalty. Furthermore, the findings indicate that customer loyalty mediates the relationship between service quality and brand equity. The study offers valuable insights for hotel managers and marketers, recommending strategies to improve customer loyalty through enhanced service quality, emotional branding efforts, and effective customer loyalty programs. These findings emphasize the importance of exceptional service experiences, robust brand equity, and understanding cultural nuances in consumer behavior, providing actionable insights for achieving a sustainable competitive advantage in the South African hotel industry. Keywords: brand equity, customer loyalty, service quality, South Africa’s hotel industry.

Цінові стратегії та їх вплив на споживацьку поведінку в умовах конкурентного середовищ

The article is dedicated to the issues of price strategies and the investigation of their impact on consumer behavior in a competitive environment. The research aims to analyze, systematize, and summarize existing theoretical and methodological approaches to formulating price strategies, substantiate their influence on consumer behavior, and identify factors that ensure effective pricing that can enhance a company’s competitiveness and meet the target audience’s needs. The study reveals that consumer behavior is shaped by multiple interconnected factors that influence purchasing choices and decisions, making it highly dynamic and sensitive to changes in both internal and external environments. Examples are provided of psychological, social, economic, cultural, and individual factors that impact consumer purchasing decisions and shape their preferences and consumer behavior. It is determined that consumer behavior is crucial in understanding how the market operates and how demand and supply are formed. The study substantiates that examining consumer behavior enables companies to tailor their marketing strategies better, enhance competitiveness, and fulfill customer needs, understanding these processes aids in forecasting market trends and responding to changes in a dynamic environment. The research identifies that price strategy is one of the most important aspects of a company’s marketing strategy, which impacts profitability and determines market competitiveness. The study finds that choosing a particular pricing strategy can adapt to the target audience’s needs and ensure stable demand in various market conditions. The research analyzes key pricing strategies, such as market penetration, premium pricing, economy pricing, price discrimination, psychological pricing, competitive pricing, and cost-based pricing. Additionally, the influence of each of these strategies on aspects of consumer behavior (such as perceived product value, purchase frequency, emotional brand attachment, and overall consumer loyalty) is substantiated. Keywords: consumer behavior, price strategy, intense competition, price competitiveness, pricing factors.

Strategic approaches for pharmaceutical distributors to create brand equity in the unorganized pharma retail industry in emerging economies

Purpose This paper investigates how stockist brand equity is created in the unorganized pharma retail sector in emerging markets despite the absence of any proactive brand-building efforts by distribution firms (stockists). In addition, this study also aims to unravel the sources of stockist brand equity. Design/methodology/approach Drawing from grounded theory, a qualitative research design using semi-structured interviews was conducted, and a theoretical saturation approach was used for this purpose. The retailer–stockist (business-to-business [B2B]) relationship in the Indian pharmaceutical market context was used as the study context. Findings The findings show that in the absence of any brand-building activities, stockists’ sales representatives play an important role in creating stockist brand awareness. In addition, word of mouth from other retailers also plays a minor role. Rational and emotional brand associations which are strong, favorable and unique are created 1) directly by the services provided by stockists, which includes product availability, deliverability, accuracy in billing and batch numbers, credit facilities and discounts, handling issues such as product expiry, and 2) indirectly by the services provided by stockists’ sales representatives which includes their frequency of visits, proactive customer orientation rather than sales orientation, fulfilling commitments and relationship with retailers. The strength of the retailer–stockist (B2B) relationship also depends on retailer-driven factors and other external factors discussed in this study. Social implications Strong stockist brand equity helps build trust and loyalty with pharmacies, ensuring a consistent and timely supply of medicinal products, which will benefit their end consumers or society. Originality/value This study identifies the antecedents determining the strength of the retailer–stockist (B2B) relationship, a precursor for establishing retailer-based stockist brand equity in the unorganized sector. This study also highlights the consequences of establishing strong retailer-based stockist brand equity.

Exploring the influence of ‘Korean Wave’ on brand loyalty: The moderating role of product type

The ‘Korean Wave’ has significantly impacted the global economy, especially in Indonesia. However, there is a gap in understanding how Korean celebrities, as brand ambassadors, influence local consumer behavior and purchase intentions. This study aims to clarify this impact using the theory of planned behavior (TPB) framework. The roles of brand attachment, brand love, and brand loyalty, moderated by product type, were examined with 194 survey respondents, and data was analyzed using SmartPLS software. Key findings indicate that brand personality significantly influences brand attachment. Customer brand engagement positively affects brand love. Brand attachment impacts both brand loyalty and brand love, while brand love strongly influences brand loyalty. Brand loyalty significantly affects purchase intentions, confirming that loyal customers are more likely to make repeat purchases. Product type only moderates the influence of brand attachment on brand loyalty, not the influence of brand love on brand loyalty. The implications for marketers are significant. Businesses should leverage Korean celebrities as brand ambassadors to enhance brand visibility and loyalty. Aligning brand personality with ambassadors can deepen consumer attachment. Creating engaging content and focusing on emotional branding can foster stronger connections. Tailoring marketing strategies to different product types and monitoring brand loyalty feedback can enhance market performance. Despite its contributions, the study acknowledges limitations, including potential demographic biases and the need for broader cultural and product category exploration in future research.

Impact of Emotional Branding on Brand Trustworthiness with mediating role of Brand Commitment

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.