A Study of Gender-Wise Perceptions towards the Antecedents of Emotional Branding and Their Linkages with Brand Loyalty, with Special Reference to the Indian FMCG Sector

Abstract

Consumers have a tendency to shift their loyalty from one brand to another on the basis of relevancy of the products and the need to gain better satisfaction. So marketers need to arouse their interests in specific brands by using the tool of emotional branding. Emotional branding touches the emotional nerves of consumers and creates a linkage between the brand and the purchase decision of consumers. Morrison and Crane (2007) defined ‘emotional branding’ as an engagement of consumers with the brands emotionally, having a deep, intense, and long-term intimate relation. Emotional Branding appeals directly to a consumer’s emotions, needs, and ambitions for building the image of the brand. Marketers aim to trigger an emotional response among consumers with emotional branding. They can create a bond by provoking emotions which disrupt traditional consumer decision-making preferences. In this study, the gender-wise (male and female separately) perception towards the antecedents of emotional branding, like brand passion, brand trust, brand personality, and so on have been measured, while linking them towards brand loyalty for FMCG products.

Keywords: Brand Loyalty, Emotional Branding, Branding, Emotions, Perception

View PDF