Impact of emotional branding on customer purchasing decisions for Nepalese Shoe Brand in Nepal

Abstract

Emotional branding can be described as a marketing process that aims at establishing emotional ties between brands and consumers rather than focusing on the functional aspects of products. The process aims to create positive emotions such as trust, love, pride, and a sense of identity among consumers, which is essential in influencing consumer behavior. In recent years, there has been a growing interest in emotional branding as a factor that influences decision-making among customers.

The proposed research aims to investigate the concept of emotional branding in the Nepalese footwear market, where the focus of the existing branding practices is still on the price and quality of the product, without much consideration for the emotional aspect. The theoretical framework of the proposed research has identified the concept of emotional branding as a major construct that is impacted by five major dimensions: emotional bonding, brand storytelling, sensory experience, community and identity, and brand attachment.

Emotional branding is expected to have an impact on the purchasing decisions of customers by building trust, loyalty, and preference for certain brands. A quantitative research approach was used in this study, and the data was collected using a survey method, where 412 respondents were used in the study through structured questionnaires. The results of this study show that there is a positive relationship between emotional branding and the purchasing decisions of customers.