Authors: Dr. D. Kamatchi, Dr. P. Baby
Abstract: In an era of intense market competition characterised by product parity and accelerating consumer choice, emotional branding has emerged as a pivotal strategy for constructing durable brand–consumer relationships. This study investigates the role of consumer feelings as a strategic catalyst for brand loyalty in the electronic products market in Salem City, Tamil Nadu. Drawing on a primary survey of 130 respondents and analysed using descriptive statistics and chi-square testing, the study evaluates customer perceptions of emotionally branded products and identifies the emotional dimensions—particularly trust, happiness, and excitement—that most significantly shape consumer loyalty. The findings confirm that trust is the dominant emotional driver of brand preference, accounting for 35% of emotional associations, followed by happiness and excitement. Product quality, brand image, and emotional connection emerge as the principal determinants of purchase decisions. A chi-square analysis establishes that the emotional–loyalty relationship transcends demographic variations in gender, age, and income, affirming the cross-segmental efficacy of emotional branding. The study contributes actionable strategic recommendations for marketers seeking to deepen customer engagement and sustain long-term brand commitment through emotionally resonant brand communication.
DOI: http://doi.org/
