International Journal of Science, Engineering and TechnologyAuthors: C.Rahuram, Swathi.P
Abstract: The Fast-Moving Consumer Goods (FMCG) industry increasingly relies on emotional branding to differentiate products in highly competitive markets. In the pet food sector, purchase decisions are deeply influenced by emotional attachment between pet owners and their pets. This study analyzes how emotional branding strategies influence brand loyalty, trust, perceived quality, and repeat purchase behavior in FMCG pet food products. Drawing upon Emotional Branding Theory, Attachment Theory, Brand Equity Model, and the Stimulus–Organism–Response framework, this study explains how storytelling, anthropomorphism, packaging design, social media engagement, and cause-related marketing create emotional bonds with consumers. The findings suggest that emotional branding enhances brand recall, reduces price sensitivity, strengthens customer retention, and increases willingness to pay premium prices. However, ethical considerations regarding emotional manipulation and misleading health claims must be addressed.
