Brand connecting with people in the aspect of emotional advertising towards societal benefits and awareness

Abstract

Advertisement is an important tool to introduce brand to people in current market scenario. Emotional advertising is one such option of which can differentiate one brand to the others and will create a bond between the producers and consumers and can easily register the brand in people mind. Emotions can transcend cultural, linguistic, demographic, and social boundaries. Previously, advertisers were only focusing on the utility feature of the product but now the whole scenario has been changed. This study investigates the effect of emotional advertisements on Brand Recognition, Recall and Societal benefits towards Fast moving consumer goods (Food and Beverages, Household Care Products and Personal Care/ Hygiene products). We endeavor to display the predecessors to the emotional reaction variable by building up a lot of speculations foreseeing emotional response and exactly test the theories utilizing information from 115 participants with 69 matrix questionnaires on four dimensions. This study confirms that the emotional appeal creates significant effect on brand registration by the consumers at the point of purchase.