Priyanka Yadav
Management
October 2024
This exploratory study examines how emotional branding builds brand identity. Finnish Generation Y female consumers are the focus of the study. Traditional, practical branding has given way to emotional branding as global and regional marketplaces become more competitive. This research examines how emotional branding affects consumer happiness and loyalty, using customer satisfaction as a mediating variable. The quantitative study included 250 Indonesian customers who have interacted with emotional branding businesses. Emotional branding improves consumer happiness and loyalty. Consumer pleasure also strongly mediates emotional branding and consumer loyalty. The findings imply that emotional branding increases pleasure and loyalty, making it stronger and more sustainable. The research validates these correlations in Indonesia's rising market, adding to emotional branding literature. To maximize loyalty, companies must enhance emotional involvement with gratifying consumer experiences, according to management insights.
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