The Impact of Emotional Branding in Customer Buying
Behavior in Soft Drink Beverage Industry of Pakistan
Hadiqa Riaz
Research Scholar, Benazir Bhutto Shaheed University
Karachi
Hassaan Ahmed
Research Scholar, Assistant Professor, Hamdard Institute
of Management Sciences
Dr. Saima Akhter
Assistant Professor, Department of Public
Administration, University of Karachi
Mudassir Hussain
Lecturer Marketing, Department of Commerce, Benazir
Bhutto Shaheed University Karachi
Abstract
The increasing competition in Pakistan beverage industry
specifically in fizzy drink category has made it
difficult for marketers to attract and retain customer
loyalty. They endeavor higher opportunity cost when
planning and investing for promotional activities.
Hence, breaking through traditional marketing gimmicks
and promotional activities became imperative to
influence consumer interest and buying behavior. For
which emotional branding pivoted as a significant tool
and component that helped revamp advertisement appeal
inculcating higher return on investment for companies in
industry.
The intent behind this study was to determine the impact
of emotional branding in customer buying behavior in
soft drink beverage industry of Pakistan. The study is
quantitative in nature, in which responses from 200
respondents were collected via a survey questionnaire in
order to investigate relationship between the two.
Various literature sources were studied and critically
appraised alongside analyzing collected data through
statistical tools like multiple regression analysis,
annova and correlation tests in order to acutely gauge
research findings that contribute in making distinctions
and clear conclusions towards our research objectives.
The research results showed the conclusion that there is
a positive relationship between emotional branding and
buying behavior and emotional branding plays a major
role in designing buying behavior, attracting and
retaining customers within soft drink industry of
Pakistan. Therefore it is recommended that beverage
industry should come up with unique practices and
instill emotional dimension in its integrated marketing
communication strategy in order to establish
personalized relationship with customer and distinguish
brand identity from number of competitors in industry.
The outcome of this research also provides significant
insight and valuable recommendations to the local brands
who have ventured in the fizzy drink sector in Pakistan
to tap lucrative profit margins.
Keywords: emotional branding, buying behavior, brands, customers, soft drinks, beverage industry
