AN ANALYSIS OF PURCHASE BEHAVIOUR, PURCHASE INTENTION, AND BUYING PERCEPTION ON EMOTIONAL BRANDING: A STUDY IN URBAN CONSUMER MARKETS

Abstract

This research paper delves into the relationship between purchase behavior, purchase intention, buying perception, and emotional branding within urban consumer markets basically comprising the young generation and their inclination toward smartphones. By examining how these independent variables influence emotional branding, the study aims to offer insights into effective branding strategies. Analysing data from 252 respondents using SPSS 26, the study assesses demographic characteristics and reliability measures. The findings highlight significant correlations between emotional branding and consumer decision-making processes. Despite acknowledging limitations in demographic scope and reliance on quantitative methods, the study suggests avenues for future research to address these constraints and employ innovative methodologies. This investigation contributes to a deeper understanding of emotional branding's impact on consumer behavior and provides valuable insights for developing tailored marketing strategies aimed at fostering emotional connections with brands in urban markets.