Role of Emotional Branding in Consumer Decision Making in Brazil

Purpose: The aim of the study was to assess the role of emotional branding in consumer decision making in Brazil. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study found that emotions heavily influence how consumers perceive brands and make purchasing decisions. Brands that successfully establish emotional connections with their target audience tend to enjoy higher levels of customer loyalty, repeat purchases, and positive word-of-mouth recommendations. Emotions such as joy, excitement, trust, and belonging are often associated with successful emotional branding strategies. These emotions not only create memorable brand experiences but also contribute to building strong relationships between consumers and brands. Moreover, emotional branding can differentiate a brand from its competitors in a crowded marketplace, leading to increased brand preference and market share. Overall, understanding and leveraging emotional branding can significantly impact consumer behavior and drive business success. Implications to Theory, Practice and Policy: Cognitive appraisal theory, self-concept theory and affective disposition theory may be used to anchor future studies on assessing the role of emotional branding in consumer decision making in Brazil. Businesses are encouraged to implement personalized emotional branding strategies that are tailored to different consumer segments. There is a need to advocate for ethical and responsible emotional branding practices within the industry.