Influence of Emotional Branding on Consumers’ Purchase Intention: A Study on Scale Development and Mediating Role of Celebrity Endorsement

Abstract

Emotional branding is a powerful branding strategy that has a significant influence on consumers final purchasing decisions, and marketers have used it extensively. The purpose of this research is to create a multifactor instrument for measuring emotional branding, to show that it can predict consumer behaviour and to investigate the mediating role of celebrity endorsement (CE) in this relationship. The study is divided into three sections. A multistage scale development and validation process was the initial step. Exploratory factor analysis determines the emotional branding scale’s (EBS’s) components in the second stage. Third, confirmatory factor analysis (CFA) validated the scale. Study 1 shows scale development and zero- and first-order CFA. Study 2 shows how does CE mediate the relationship between emotional branding and purchase intention (PI). The findings indicate that each of the four structures contains 32 elements from the EBS. The study reveals that the EBS has four components (i.e., sensory appeal, brand attachment appeal, communication appeal and patriotism appeal). Emotional branding affects PI directly and statistically. CE partially mediates emotional branding and purchase intention.