EMOTIONAL BRANDING AND BUYING BEHAVIOR

Abstract

In today’s prominence positioned society, Customers outline themselves through brands they use.
The exclusive branded attires they wear, the cars they buy and drive, the drinks they devour,
campus they attended to study, favorite spots to hang out, and so on. Their appeal arrays from
youthfulness to status, but these brands share a profound emotional linking with the customers
which translates into dogged consumer loyalty. This paper describes the summary of the research
conducted to identify the impact of emotional branding on the customer buying behavior. The
descriptive research was conducted in which the data was college thru a structured questionnaire
in the google form.