This study explores the impact mechanism of emotional design on brand identification and consumer purchase behavior .Through a combination of literature review and empirical research, it was found that emotional design, as a strategy, enhances consumers' sense of brand identity through carefully constructed emotional experiences, thereby influencing their purchasing decisions and loyalty. Research has shown that key elements of emotional design, such as visual aesthetics, interactive experiences, and storytelling, not only attract consumers' attention but also stimulate their positive emotional responses, which further promote the formation of brand identity. Survey analysis shows that strengthening brand identity can significantly enhance consumers' purchase intentions and repeat purchase behavior, driving consumer loyalty. The study constructed an impact mechanism model and analyzed the specific impact path of emotional design on consumer purchasing behavior through brand identity. The quantitative results of empirical research indicate a significant positive correlation between emotional experience and brand identity, which in turn achieves strong behavioral predictive ability through the mediating effect of purchase intention and loyalty. This study reveals the importance of emotional design in shaping brand identity and promoting consumer purchasing behavior in modern marketing environments, providing valuable empirical support and theoretical guidance for brand managers.
Li Yijia (Wed,) studied this question.