20, July 2025

ROLE OF EMOTIONS IN GENERATING BRAND ATTACHEMENT AMONG INDIAN AUTOMOBILE CUSTOMERS- A CONCEPTUAL REVIEW

VOLUME-11; ISSUE-7; JULY-2025

Author(s): 1.Mr. Varghese Abraham, 2. Dr. Jerin Joseph

Authors Affiliations:

Mr. Varghese Abraham, Lecturer, Vocational College, Ibri, Sultanate of Oman & Dr. Jerin Joseph Assistant Professor Bharata Mata College (Autonomous) Thrikkakara

DOIs:10.2015/IJIRMF/202507018     |     Paper ID: IJIRMF202507018


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Abstract

Marketing has become a key component of economic development for businesses and all recognizable products in the society. When we refer to marketing, we encompass all types of interactions between business organizations and individuals, extending beyond the simple transactions of purchasing and selling of goods and services. Establishing solid connections between consumers and brands is an objective for every business organizations, as it results in beneficial effects on sales and income. The modern marketing environment highlighted the importance of building strong relationships with consumers to achieve a competitive edge. Social media platforms offer an excellent opportunity for brands to interact with their stakeholders due to the media's engaging nature. A consumer's emotional experiences with a brand extend beyond immediate purchases; they influence the future relationship between the brand and the consumer. The emotional bond that develops between a brand and its customers is referred to as brand attachment. Brand attachment has been shown to mediate the connection between social self-expression and intentions to repurchase. The Indian automotive market features a variety of well-known automobile brands, each possessing distinct advantages and attractions. This paper is a significant step forward to understand the role of emotions in generating brand attachment among automobile customers. This study expands the line of research by focusing on emotions in generating brand attachment among Indian automobile customers.

Attachment, Emotions, Customer, Automobile

Mr. Varghese Abraham, Dr. Jerin Joseph  (2025); Role Of Emotions in Generating Brand attachment Among Indian Automobile Customers- A Conceptual Review, International Journal for Innovative Research in Multidisciplinary Field, ISSN(O): 2455-0620, Vol-11, Issue-7, Pp. 114-120.          Available on –   https://www.ijirmf.com/

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