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Emotional Branding by Naufan 'opan' Indra is a document available to read on EtoBox.

What is Emotional Branding about?

The study analyzes the impact of Emotional Branding on smartphone purchase decisions among Generation Z, highlighting that emotional connections significantly influence their buying behavior. Results indicate that Emotional Branding explains 72.3% of the variance in purchase decisions, with a strong positive correlation identified. Marketers are encouraged to focus on storytelling and authenticity to resonate with Gen Z consumers.

Author

Naufan 'opan' Indra

Language

EN