RELEVANCE OF THE FACTORS OF EMOTIONAL BRANDING ON BRAND LOYALTY, BRAND RECALL AND PURCHASE DECISIONS WITH SPECIAL REFERENCE TO TITAN CO. LTD

The objectives of the study are to understand whether the four variables of Emotional Branding i.e. the effect component in Advertisements, Sensory elements in Advertisements, the theme used in the advertisements and Occasions depicted in the advertisements have an impact on brand loyalty, brand recall and purchase decisions. Communication of value to the consumer through the advertisements should have the right balance of the four variables in order to be effective. The extent of the importance of each of the four i.e. sensory, affect, theme and occasion is explained in this study.