Role of Emotional Branding in Consumers’ Purchase intentions for Dairy Products: An insight
Ankita Parikh
Assistant Professor
Department of Management
Faculty of Management Studies
ankita.parikh24161@paruluniversity.ac.in
Dr. Ajay Trivedi
Dean
Department of Commerce
Faculty of Commerce
ajay.trivedi90729@paruluniversity.ac.in
ABSTRACT
In contrast to traditional branding strategies, emotional branding places a stronger emphasis on fostering emotional bonds and evoking memorable experiences that leave a lasting impression on customers. This paper seeks to examine the influence of emotional branding on consumers ‘buying behaviour towards selected dairy products. Trust and rapport-building with the audience are largely dependent on sincere feelings that are consistent with a brand's values and behaviours.
Questionnaire was conducted on a sample of consumers who consume dairy products and the responses got were tested in SPSS using ANOVA to establish the level of connection between the emotional branding elements and intention to purchase. The statistical analysis of the data using ANOVA indicated that there were significant differences in the purchase intentions with respect to the different levels of emotional branding, with the probability level being (p < 0.05). Those brands that utilised the appeals of emotions that relate to emotions like nostalgia and trust recorded higher scores in the perceived purchase intention. This suggests that there is relationship between EL and consumption decision of consumers. The research established that consumers with positive emotional connection to brand intended to be more loyal with higher purchase intention. The insights generated from these studies are valuable for dairy marketers to understand how consumers’ emotional bond can be used for enhancing consumers’ intensity and loyalty for dairy products in the existing turbulent market conditions.
KEYWORDS: Emotional Branding, Celebrity Endorsement, Consumer Perception, Purchase Intention, Emotional Connection, Customer Experience, Consumer Behaviour
Through the evocation of particular emotions and feelings, the marketing tactic known as emotional branding aims to forge a deep and enduring bond between a brand and its target audience. Emotional branding, in contrast to conventional branding strategies, emphasises building emotional connections and evoking meaningful experiences that have a lasting impact on customers. This approach recognises that consumers purchase into a brand's narrative, core principles, and emotional appeal in addition to its goods and services. The understanding that emotions and irrational associations frequently influence human decision-making is at the core of emotional branding. The dairy business in New Zealand, which is mostly concerned with producing milk, is vital to the national economy. One major player that has a big impact on exports and the GDP is Fonterra. The rise and success of collective action in the dairy industry is highlighted by theoretical frameworks like small company network theory, which offers benefits including resource access, economies of scale, and improved group cohesion. But there are difficulties, such as drawn-out decision-making procedures (Le Cren et al. 2009). In spite of this, it is anticipated that the dairy sector will continue to expand and become more complicated in global networks.
Brands that are able to successfully capitalise on these emotional reactions can build more meaningful and long-lasting relationships with their target market. Companies can stand out in a crowded market and build a devoted consumer base by appealing to emotions. A strong brand narrative is the foundation of successful emotional branding (Gehlot et al. 2022). This tale connects emotionally with consumers as it communicates the brand's history, beliefs, and purpose. Brands may establish a sense of empathy and connection by providing realistic and genuine experiences. A strong brand narrative captures the essence of the company's journey and elicits an emotional response from customers, going beyond simply retelling the history and core values. In addition to conveying the brand's history, this narrative serves as a roadmap, outlining its future goals (Jones & Comfort 2020).
Emotional branding seeks to provoke particular feelings like joy, nostalgia, confidence, or even empathy. These feelings are purposefully connected to the identity of the company and the ideal perception that it wishes to create in the minds of customers (Khan et al. 2022). The deliberate arousal of particular emotions is used in the field of emotional branding as a tactical tool to influence consumers' perceptions of a brand. These emotional ties are carefully constructed to complement the company's identity and the intended brand image, whether they are meant to evoke happiness, nostalgia, confidence, or empathy (Jackson et al. 2022). Emotional branding necessitates consistency in the brand's overall identity, messaging, and graphics. Over time, this consistency strengthens the emotional linkages, strengthening the brand's reputation. The foundation of dependable brand components is essential to the long-term success of emotional branding. As customers interact with the brand on a regular basis through a variety of touchpoints, the emotional connections solidify over time (Qutteina et al. 2019). This unwavering strategy not only strengthens the brand's image but also creates a trustworthy narrative that customers can rely on (Ji et al. 2020). Consistent emotional branding functions as a compass in the constantly changing market, leading customers on a genuine and identifiable brand journey.
The emotional connection is influenced by each customer interaction with a brand. Every touchpoint, from website design to customer service interactions, should support the desired emotional experience. The emotional resonance of a brand is deeply ingrained in each and every consumer interaction(Signori et al. 2019). When these exchanges are well-executed, they become chances to build stronger bonds rather than just transactional exchanges. In addition to increasing customer satisfaction, brands that place a high priority on matching every touchpoint with the intended emotional experience also foster brand loyalty by helping consumers associate the brand with fulfilling and positive interactions. Consumers are becoming more conscious of authenticity (Ratten & Dana, 2017). Genuine emotions that are in line with the brand's values and behaviours must be expressed as part of emotional branding. Insincere efforts can cause mistrust and anger (Dana, 2000). The cornerstone of effective emotional branding in the age of increased consumer awareness is authenticity(Hastings et al. 2020). Emotional branding concerns the development of the clients’ permanent relationships with the branded product, which goes beyond one-shots. Customer goodwill, word-of-mouth communication, and protection against competitive forces are some of the other benefits customers may have built brand emotional bonds (Kolte et al. 2023). Long-term relationships with buyers and creating dedicated circles of enthusiasts are the objectives of the emotional branding, which concerns emotional instead of rational transactions typical for postmodern culture. In addition to that, there is a need to cement an enduring relationship with the consumer through frequent contact, penetration of the brand into the consumer’s mind (Seo & Clemmensen 2014, Neethirajan et al. 2019). Because customers are attracted to the website and the brand through these emotional bonds, customer loyalty is a natural end-result (Bard et al. 2019).
Shortage of Research on Attitude Towards Technology-Enabled Utility Bill Payments Among the Salaried Class - Although there are many empirical studies on technology adoption, no particular research has been done to measure the attitude of the salaried class towards adopting technology-enabled services for utility bill payments and its effect on their behavioural intention to use such services
Limitations of the Technology Acceptance Model (TAM) in Previous Research - Most research using the TAM model does not consider perceived risk, an important factor in technology adoption. The research intends to overcome this by integrating perceived risk into the TAM framework
Need for a Better Technology Adoption Model - The current models mainly rely on perceived usefulness and perceived ease of use but are limited in the context of risk perception. The study tries to enhance the TAM model by incorporating perceived risk and measuring its influence on attitude and behaviour towards electronic payments (V.M., 2025)
The entire concept of revelation consists of examining how emotional branding is effective in contributing to the perceived health benefits to customers in the dairy industry.
R1: How much does emotional branding affect customers’ views of the health advantages connected to various dairy products?
R2: How do different types of dairy products differ in how well emotional appeals affect consumers' inclinations to buy?
Author : Yang et al. (2023)
Title : Using Imagination to Overcome Fear: How Mental Simulation Nudges Consumers’ Purchase Intentions for Upcycled Food
Result: The synergistic exploration provides a promising perspective on Consumer behaviour and other decision-making procedures. The first one studies the role of mental imagery in reducing consumer concern toward upcycled foods and highlights the role of imagination in increasing purchase intentions.
Author : Boubker et al. (2023)
Title : Relationship between emotional attachment and attitudinal loyalty
Result : In aggregate, the article provides a multi-faceted picture in the framework of interaction between the variables of related emotional attachment and attitudinal loyalty of consumers. The previous papers focus on health consciousness and its influence on customers’ perception and attitude towards liquid milk, particularly in the EMs. While the above study emphasizes the normative drivers of consumer decision-making process, the latter study concerns the emotive effect on purchase intentions with special reference to the impact of branding on the purchasing behaviour of consumers for dairy products. The relationship between these topics emphasises how varied customer options are. The first study examined how customers' views of product features like nutritional value are influenced by their level of health consciousness, which also has an impact on how effectively they believe a product works. In the second study, emotional branding was examined. It draws on consumers' emotional responses to forge relationships that have an impact on their buying intentions.
Author : Niharika (1) & Yadav (2) (2023)
Title : Examining the Influence of Emotional Branding on Consumer Purchase Intentions for Dairy Products
Result : The comparison of Examining the Influence of Emotional Branding on Consumer Purchase Intentions for Dairy Products and Influence of Emotional Branding on Consumers' Purchase Intention: A Study on Scale Development and Mediating Role of Celebrity Endorsement provides a thorough understanding of the complex dynamics of consumer behaviour and emotional branding. In the earlier study, the mediating effect of celebrity endorsements is also explored along with the establishment of a scale to assess the impact of emotional branding.
Author : Tzafilkou et al. (2023)
Title : You look like you’ll buy it! purchase intent prediction based on facially detected emotions in social media campaigns for food products
Result : The combination of Examining the Influence of Emotional Branding on Consumer Purchase Intentions for Dairy Products' and Crisis Management of Food Security Scandals in China: Motivations and Solutions towards Purchase Intention offers a thorough understanding of consumer behaviour and crisis management in the context of food security. The earlier study examines crisis responses and how they affect consumers' desire to buy, particularly in the wake of scandals involving food security. The second study focuses on how emotional branding affects consumer intentions to buy dairy goods.
Author : Tang (2023)
Title : Study on the Purchasing Intention of Consumers Under Generation Z to Domestic Cosmetics Brands.
Result : The research findings of the article regarding the impact of social media. according to some studies a correlation between substantial social media utilisation and the increasing feelings of loneliness, anxiety. Moreover, the excessive exposure to the metaphoric representations which leads to irrelevant social comparisons. further, the stable connectivity is influenced by social media which obstruct the sleep strategy and the increasing stress levels. however, according to some studies social media improves social networking and thus provides opportunities for connection, particularly for marginalised sectors.
Author : Wang et al. (2021)
Title : Investigating the Effects of Intrinsic Motivation and Emotional Appeals into the Link Between Organic Appeals Advertisement and Purchase Intention Towards Organic Milk
Result : Together, the research findings from Investigating the Effects of Intrinsic Motivation and Emotional Appeals into the Link Between Organic Appeals Advertisement and Purchase Intention Towards Organic Milk and Examining the Influence of Emotional Branding on Consumer Purchase and Intentions for Dairy Products provide a thorough understanding of consumer behaviour. The earlier study explores the complex interactions between emotional appeals and intrinsic motivation in organic advertising that affect consumers' inclinations to buy organic milk.
Author : Paliwoda et al. (2024)
Title : The Impact of Environmental Indicators on Consumer Purchase Decisions for Food Products
Result : The research findings of this article show a high demand for environmental responsibility from the companies in the dynamic food industry, which is located in Poland. Moreover, the consumers emphasise on the diverse environmental metrics when making a purchase. Moreover, the crucial metrics include the environmental effectiveness management strategies. Further, the consumers increase consciousness of the environmental impact of the product which they expect to purchase to showcase a commitment towards sustainability.
According to marketing gurus Kotler and Keller, purchase intention, a crucial aspect of customer behaviour, captures the dynamic interaction of desires, experiences, and interest in a good or service. This complex idea acts as a prism through which marketers can see the preliminary stages of consumer decision-makingThe food sector has witnessed a rise in competition with the rise of different brands in recent years. The diversification and intense competition have made customer loyalty a crucial factor in this sector. It is essential to maintain competitive index as well as customer satisfaction in the market (Rai et al. 2024).Consumers who claim to want to make a purchase are in the actively considering phase. This is taken as a major shift where potential customers commence an exploration search journey motivated by a need or want, they seek to fulfil. Kotler and Keller in defining this process stressed on the fact that is holistically related with the consumer’s ’want to be’ the product, the ‘encounter with use’ and interest for the product. In this stage, the buyers are gathering as much information as possible, and are using any available platform to evaluate their options (Ngo et al. 2019). Shopping for comparisons is one of the facets of this study and involves individuals paying a lot of attention when making their decisions, with consideration of the reviews and features, costs among other factors. This comparative analysis is thus carried out to identify the existence of a comparative need for a good or a service that fit not only, functional requirements but also, general goals and self-perception. Another element of the research process that must be carried out if a purchase is being contemplated is option investigation. Customers spend time assessing numerous choices and compare different models, brands or generations to select the one that will be most beneficial for them (Kádeková et al. 2020). The networked digital ecosystem established for the purpose of decision making offers the provision of a shared idea pool where people can work together with others in the same community (Bukhari et al. 2022).
A crucial step in the research process when considering a purchase is option investigation. Customers pick through a plethora of options, examining various models, brands, and iterations to determine which one best suit their needs. This stage entails a thorough analysis of the functionalities, specifications, and value propositions in order to establish the foundation for well-informed decision-making. Examining evaluations of products and brands is an important way for consumers to form opinions. Testimonials and reviews turn into insightful resources that help prospective customers grasp the advantages and disadvantages of a good or service by providing first-hand accounts of real-world encounters (Kádeková et al. 2020). The foundation of consumer confidence during the purchase intention phase is trust, which is cultivated through the use of authenticity and transparency in these assessments. In the modern world, social listening is becoming a more useful tool. Customers use social media sites and online forums to get advice, comments, and insights from other users. A forum for idea sharing is provided by the networked digital ecosystem, which promotes cooperation in decision-making and a feeling of community (Bukhari et al. 2022).
Figure 1: Conceptual framework and hypothesis development
The influence of emotional branding on customer behaviours has drawn a lot of attention in today's cutthroat marketplace. In order to better understand how emotional branding methods, affect consumer purchase intentions, this study examines the world of dairy goods. This study aims to shed insight into the complex interplay between branding strategies and consumer decision-making processes by examining the relationship between emotional appeals and consumers' propensity to purchase dairy products. Understanding the impact of emotions on purchase intentions should offer useful information for both marketers and customers, given the consumption of dairy products remains a common practice in many households.
H1: Emotional branding positively influences consumers' purchase intentions for dairy products.
Consumers and companies develop a strong and enduring bond thanks to emotional branding. Consumer views, attitudes, and intentions to purchase dairy products linked to these emotionally compelling brands are likely to be influenced by this emotional resonance (Aji et al. 2020).
Table 1
|
0 – Neutral |
26 |
|
1 – Strongly Disagree |
26 |
|
2 – Disagree |
111 |
|
3 – Strongly Agree |
128 |
|
4 – Agree |
212 |
The above table shows the consumers’ perception on the level of which they feel the dairy brands that uses emotional advertising or branding affect them. The big percentage of 42.03% accept it to be 4, while the remaining 25.50% accept it to be 3 implying that there is positive relationship between emotional branding and consumer attitude. 22.11% of the respondents are indifferent (rating 2); 10.36% have rated emotional branding as not important (rating 0&1). In line with the prediction in H1, the study also shows that the emotional branding has a positive effect on the consumers purchase intentions as most of the consumers give positive sentiment towards the emotional marketing strategies.
H2: Consumers' emotional ties to the brand are positively connected with the emotional strength of the emotions produced by dairy product marketing.
More substantial brand ties can result from strong emotional reactions to advertising. Consumers are anticipated to form a stronger emotional bond with the company after viewing dairy product advertising that elicits powerful emotions, which will ultimately affect their buying intentions (Ozdemir et al. 2020).
Table 2
|
0 – Neutral |
57 |
|
1 - Strongly Disagree |
58 |
|
2 – Disagree |
100 |
|
3 - Strongly Agree |
110 |
|
4 – Agree |
178 |
The above table tries to show the extent of the consumers’ sense of identification with a dairy brand while in touch with emotional branding on ads. The large percentage of 35.26% admitted to having a strong positive connection with the sentiment labelled as 4 indicating that positive emotional branding leads to positive brand attachment. Interestingly, a relatively smaller percentage (19.92%) say they are indifferent, having a rating of 2; 21.91% of them suggest a poor tie, having a rating of 0 or 1. H2 is therefore supported by these findings implying that identification with the dairy marketing is higher under high EB condition and supports the proposition that emotional appeals are good for brand connection.
H3: The association between emotional branding and purchase intentions is moderated by consumers' emotional attachment to dairy product brands.
Relationships with brands on an emotional level frequently act as bridges between emotional branding initiatives and concrete behavioural results (Siyal et al. 2021). The impact of emotional branding on consumers' intent to buy is predicted to be moderated by the emotional connection.
Table 3
|
0 – Neutral |
97 |
|
1 - Strongly Disagree |
37 |
|
2 – Disagree |
36 |
|
3 - Strongly Agree |
80 |
|
4 – Agree |
253 |
This table indicates the potential of consumers to realize feelings communicated by emotional branding in dairy product advertisements. 50.20% strongly agree with these emotions with an average rating of 4, only 15.94% agree with emotions with an average of 3, this shows that most consumers are receptive to emotional branding. On average, participants report considering the emotions in their decision-making process = 5.42 out of 10, but there is variation; 19.32% are not getting the emotions at all (Rating = 0). These results support H3 because consumers’ attitude seems to affect the branding construct, and may also mediate the connection between emotional branding and purchase intentions. Higher levels of succor attachment are beneficial to perception and probably influence purchasing behaviour.
H4: Depending on how familiar customers are with the brand before, emotional branding has varying effects on consumers' purchase intentions.
Customers who have previously interacted with a brand could have emotional ties to it. When compared to customers who have no prior familiarity, emotional branding may either strengthen or change these connections, thus having different implications on purchase intentions (Treiblmaier (1) & Garaus (2), 2023).
Table 4
|
0 - Neutral |
26 |
|
1 - Strongly Disagree |
72 |
|
2 - Disagree |
33 |
|
3 - Strongly Agree |
216 |
|
4 - Agree |
156 |
This table indicates views and experiences of the consumers regarding the effectiveness or otherwise of emotional branding of dairy product adverts with regard to taste, quality and packaging. The largest portion of respondents, those 43.03%, chose the rating of 3, which means that emotional branding has a moderate impact on the experience. 29.9% of the students indicated a 4, which indicates a high level of influence while 14.4% rated it 1 meaning little influencje. About 6.57% participants brought a rating of 2, while 5.18% participants reported no impact (rating of 0). This indicates that there is a positive influence of emotional branding on purchase intents; however, the level of this impact depends on the level of customer-brand contact.
Figure 2: Hypothesis development
Participant selection for this study mainly aimed to ensure a diverse and representative sample. Out of the initial pool of 600 potential respondents, a total of 502 individuals were included in the study through the use of SPSS software.This sample size was deemed appropriate for conducting statistical analyses and drawing meaningful conclusions from the collected data (Akkaya, 2021).
Data collection mainly involved the administration of a structured survey to the selected 502 participants using the software SPSS. The survey mainly comprised questions related to participants' emotional associations with dairy products and the brands, purchase intentions, and demographic information. Respondents were mainly requested to rate their emotional responses
on a predefined scale, which offers a quantitative measure of emotional branding's impact. This method mainly facilitated the systematic collection of data, which enabled the study to analyse the correlation between emotional connections and consumer purchase intentions (Zanger et al. 2022).
The collected data mainly underwent rigorous analysis which uncovered insights into the relationship between emotional branding and the relationship between consumer purchase intentions for dairy products. Utilising statistical tools within SPSS, correlation analyses were conducted mainly to determine the strength and direction of associations. Regression analysis mainly explored the extent to which emotional connections influenced purchase intentions (Sawaftah et al. 2020).
Results
ANOVA TABLE
Table: ANOVA analysis
|
Sum of Squares |
df |
Mean Square |
F |
Sig. |
||
|
How strongly do you feel connected to the brand when you see emotional branding in dairy product advertisements? |
Between Groups |
840.395 |
4 |
210.099 |
1092.567 |
0.000 |
|
Within Groups |
95.765 |
498 |
0.192 |
|
|
|
|
Total |
936.159 |
502 |
|
|
|
|
|
How likely do you perceive the emotions conveyed by emotional branding in dairy product advertisements? |
Between Groups |
1155.791 |
4 |
288.948 |
1300.314 |
0.000 |
|
Within Groups |
110.662 |
498 |
0.222 |
|
|
|
|
Total |
1266.453 |
502 |
|
|
|
|
|
How strongly emotional branding in dairy product advertising influences your intention to purchase these products? |
Between Groups |
729.283 |
4 |
182.321 |
1349.976 |
0.000 |
|
Within Groups |
67.257 |
498 |
0.135 |
|
|
|
|
Total |
796.541 |
502 |
|
|
|
|
|
How strongly are you more likely to choose a dairy product brand that uses emotional branding over a similar product from a brand that does not? |
Between Groups |
717.208 |
4 |
179.302 |
2132.014 |
0.000 |
|
Within Groups |
41.882 |
498 |
0.084 |
|
|
|
|
Total |
759.089 |
502 |
|
|
|
|
|
How strongly do you feel that emotional branding in dairy product advertisements impacts your overall product experience in terms of taste, quality and packaging? |
Between Groups |
574.073 |
4 |
143.518 |
608.575 |
0.000 |
|
Within Groups |
117.442 |
498 |
0.236 |
|
|
|
|
Total |
691.515 |
502 |
|
|
|
|
|
How strongly the emotional appeal used in dairy product advertisements make you more likely to remember the brand? |
Between Groups |
691.957 |
4 |
172.989 |
881.074 |
0.000 |
|
Within Groups |
97.777 |
498 |
0.196 |
|
|
|
|
Total |
789.734 |
502 |
|
|
|
|
|
The provided data mainly represents the results of an analysis using (ANOVA) to mainly assess the impact of emotional branding on consumer intentions regarding the purchase of dairy products. The ANOVA mainly evaluates the variation between different groups. The Between Groups section presents the statistical outcomes for various questions that are mainly related to emotional branding and its effects. The Sum of Squares mainly reflects the sum of squared deviations from the mean, while df mainly represents the degrees of freedom (van den Bergh et al. 2020). Mean Square is the sum of squares divided by the degrees of freedom, and F is the calculated F-statistic. Sig. denotes the significance level of the F-statistic. The data addresses several questions mainly regarding the strength and influence of emotional branding in dairy product advertising on consumer behaviour. Each question mainly focuses on a specific aspect of emotional branding's impact on purchase intentions, brand connection, and perception of conveyed emotions. The Between Groups values mainly demonstrate the variability among different responses to emotional branding. The F-statistic is mainly substantial for all questions, which signifies that the observed differences are unlikely to have occurred by chance (Yu et al. 2022). The extremely low p-values (Sig.) of 0.000 which indicate strong statistical significance, reinforcing the idea that emotional branding significantly affects consumer behaviour in all the measured aspects. On the other hand, the Within Groups values mainly represent the variability within each group of responses. These values mainly tend to be smaller than the Between Groups values, which indicates that the differences within groups are not as pronounced as the differences between groups. Nonetheless, the cumulative Within Groups values mainly contribute to the overall variability and which are essential for the ANOVA analysis.When examining the effects of emotional branding on various consumer segments, the Between Groups analysis in the context of an ANOVA provides an important lens through which to view the results. Every inquiry explored in the research, whether it pertains to intentions to buy, brand affinity, or emotions that are perceived, presents a distinct viewpoint on how various groups respond to emotional branding. Understanding the Sum of Squares is an important factor to take into account when performing the Between Groups analysis (Mangla et al. 2019). This measure expresses the total variation in reactions to emotional branding. Greater dispersion in responses is indicated by a higher Sum of Squares, underscoring the importance of emotional branding in shaping consumer behaviour. Moreover, a standardised measure of variability is provided by Mean Square, which is computed by dividing the Sum of Squares by the degrees of freedom. This measure is crucial for evaluating how emotional branding affects the various research questions (April, 2020). It helps researchers to pinpoint which particular elements of emotional branding—like messaging or imagery—are most responsible for the differences in consumer intentions and perceptions that they have noticed (Alae et al. 2022). A strong indicator of the significance of the observed differences is the F-statistic, which is obtained from the Mean Square values. A high F-statistic indicates that group differences are not likely to be random, supporting the notion that emotional branding is a key factor in influencing consumer behaviour. Marketing professionals can prioritise and adjust their strategies according to the most influential emotional components by knowing the size of the F-statistic. In the Between Groups analysis, the significance level indicated by Sig. is another crucial component. Strong statistical significance is confirmed by the incredibly low p-values of 0.000, suggesting that the observed differences are not random events (Ghadge et al. 2021). The claim that emotional branding significantly influences consumer behaviour across all measured aspects is supported by this statistical rigour.The Between Groups analysis explores the nuances within each distinct consumer group, whereas the Between Groups analysis provides insightful information about the overall effects of emotional branding. Even though these values are not as significant as the Between Groups values, they are nonetheless very important for comprehending the variability within homogeneous segments. The smaller Within Groups values imply that there are less differences between each group and the other than there are between them. On the other hand, a comprehensive grasp of how emotional branding functions within particular demographics depends on these subtleties. One age group may, for example, show less overall variability, but small variations in responses may point to the efficacy of emotionally targeted messaging (Mekonnen et al. 2019). Furthermore, investigating the Within Groups analysis facilitates a more comprehensive comprehension of how various elements, including psychographics and demographics, impact consumer reactions to emotional branding. Marketers can adapt their messaging and imagery to better resonate with the distinct preferences and perceptions of various consumer segments by identifying patterns and trends within particular groups.In summary, the data provided are mainly quantitative evidence of the substantial influence of emotional branding on various aspects of consumer behaviour related to dairy products (Kumar (1) & Kumar (2), 2020). The consistent statistic is significant across all measurements which mainly suggests that emotional branding plays a noteworthy role in shaping consumer perceptions, intentions, choices. A thorough grasp of the dynamics at work is provided by the ANOVA analysis of the effect of emotional branding on consumer intentions regarding dairy products. Marketers are armed with actionable intelligence thanks to the Between Groups analysis's robustness and the Within Groups analysis's nuanced insights. The statistical significance of emotional branding across multiple dimensions is confirmed by the substantial F-statistic and low p-values, highlighting its impact on consumer behaviour (Garcia et al. 2020). The study emphasises how important it is for marketers to create campaigns that emotionally connect with consumers and take into their varied preferences and perceptions within and between consumer groups account. In the future, marketers can use these results to create focused and successful emotional branding campaigns(Scarborough et al. 2020). To keep brands at the forefront of consumers' minds, this analysis serves as a basis for continuous research and iteratively improving marketing strategies. |
ANOVA analysis mainly revealed that emotional branding significantly affects consumer behaviour regarding dairy products. These findings underline the importance of emotional branding strategies for creating strong consumer engagement and loyalty within the dairy industry.
The ANOVA analysis on the effects of implementation of emotional branding on adverts unveils profound results on the behaviour of the intended consumer. The findings show that emotional branding is the responsible factor that influences consumer purchase behaviour intentions, perceived brand associations and the portrayed emotions in advertisements. The F-statistics for all the questions amounting emotional branding show that the probability differences between the groups are significant, confirming that observed differences are far from chance. This is likely to suggest that emotional branding has severe influence into consumers’ decisions relating to all the aspects pertaining to taste, quality as well as packaging.
The p-values close to zero (Sig. < 0.000) add to these conclusions regarding high statistical significance of the analyzed results, allowing the conclusion that the use of emotional branding is highly effective in managing consumer behavior in the examined aspects. The values under the Between Groups category reveal that the consumers behave differently to emotional branding depending on the given message. Such differences are observed because different segments of consumers differ in their emotional response to branding activities with specific emotional branding strategies appropriate for specific group of consumers.
In contrast, though the “Within Groups” values are lower than the “Between Groups” ones, the information they contain is useful for assessing group homogeneity of consumer response. This goes further to show that though consumers are grouped the response to EMOTIONAL branding appeals could be similar within a given group.
These findings suggest that while there is merit in applying emotional branding the process is not generic. Since human emotions are diverse, marketers must select the right brands’ attributes, which appeal to the emotions of a particular group of consumers. Thus, consumers’ purchase decisions can be guided to some extent and, respectively, brands can establish closer contacts with the customer.
The findings elucidate that emotional branding significantly affects various dimensions, including purchase intentions, brand connection, perceived emotions, brand choice, product experience, and brand recall (Barton et al. 2022). This examination contributes valuable insights to both the scholarly community and the industry, shedding light on the intricate interplay between emotions and consumer behaviour in the dairy area. As the dairy industry keeps on developing, recognizing the power of emotional branding can guide marketers in crafting compelling campaigns that resonate with consumers on a deeper level (Venkatesh et al. 2022).
Measuring the specific degree of influence of the dairy product emotional branding is a research problem that involves establishing reliable evaluation instruments. Depending on the quality and core objectives pursued by each type of web site, it is crucial to create reliable methods of measuring effectiveness that go beyond simple parameters. Emotional reaction can be examined in detail; thus, the advanced approaches, such as neuro-marketing, eye-tracking, and biometric measurements can be explored by the researchers (Neethirajan et al. 2019). The intention of developing the comprehensive framework, which is based on the qualitative and quantitative data, can provide the detailed insight into the emotional appeal of dairy product branding. It is important to examine the subtleties of global workplace success. Another research design question is how to differentiate the cultural orientation to uncover how emotional branding influences the diverse population. These variances are important to realize for marketing goals in the dairy industry between different cultures because emotions are affected by cultural idiosyncrasies. Keeping consumers loyal over time, especially within the long-term, has always been a process of drawing circles (Ji et al. 2020). In this respect, cross-sectional analyses are insufficient and it is essential to study temporal fluctuations of this factor to provide more light to the phenomenon of emotional branding, particularly with regard to customer loyalty. The discovery of how attachment occurs and sustains itself while consumers’ preferences and facets of the market continuously change is helpful as data to brand managers desiring to obtain a long-lasting connection with their consumers (Ratten & Dana, 2017). Family farms move into service sectors and become an entrepreneur to overcome hitches in the market. Since these farms are so competitive it raises the question as to how family farmers employ entrepreneurial strategies as opposed to non-family farm enterprises (Dana 2000). Many papers explain the peculiarity of family businesses and their main attributes focusing on the creative approach, socio-emotional component, and an interdependent relationship between the family farm and entrepreneurship in the field.
Customers' mistrust of authenticity is a legitimate worry. Research should concentrate on methods to reduce scepticism and investigate the best ways to communicate honesty and transparency in emotional branding campaigns. Examining the impact of negative emotions is a fascinating path. Brands can manage crises and develop resilience by having a better understanding of how negative emotions can either enhance or detract from emotional branding. Deepening the analysis further involves examining the function of customer experience as a mediator in the relationship between consumer purchase intentions and emotional branding (Gehlot et al. 2022). Ultimately, this study reinforces the thought that emotional branding isn't simply a tool for differentiation, yet a critical factor in shaping the success and life span of dairy product brands in the competitive commercial centre.
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