Brand Personality and Consumer Attachment: A Study of Emotional Branding
Abstract
In an era characterized by product parity and market saturation, the ability to create deep emotional connections with consumers has become a critical driver of sustainable competitive advantage. This paper aims to explore the related constructs of brand personality and consumer-brand attachment with respect to the larger construct of emotional branding. Using relevant theoretical perspectives from psychology, consumer behavior, and branding, this paper aims to explore how the attribution of personality to brands drives emotional connections, facilitates identity congruence, and ultimately leads to attachment behaviors including brand loyalty and brand advocacy. This paper will explore Aaker’s groundbreaking five-factor model of brand personality, the ways through which emotional attachment is formed and strengthened over time, and the strategic role of storytelling, sensory branding, and digital branding with respect to emotional branding. This paper will also explore critical perspectives with respect to measurement and cross-cultural equivalence. Finally, this paper will aim to explore avenues for future research with respect to the construct of emotional branding.
Authors
Ms. Tanya Goswami, Priya Kuamri, Priyansh Kumari, Shubham Singh, Shubham Singh
Institution
NIET Business School, Greater Noida
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