The Impact of Emotional Branding Practices by Indian Luxury Fashion Brands on Consumer Perceptions, Engagement, and Purchasing Behaviour

Abstract

The Indian luxury fashion industry driven by rising disposable incomes, evolving consumer lifestyles, and increased exposure to global fashion trends has experienced remarkable growth over the past two decades. They are creating distinctive brand identities through cultural narratives, craftsmanship, visual storytelling, and immersive digital experiences. Emotional branding in this context has emerged as a key strategy for building deeper consumer engagement. The present study examines the emotional branding practices adopted by Indian luxury fashion brands such as Sabyasachi, Raw Mango, Anita Dongre, Rahul Mishra, Amit Aggarwal, Tarun Tahiliani, Torani, and analyses their impact on consumer perceptions, engagement, and purchasing behaviour. The study also explores how they employ storytelling, cultural symbolism, heritage communication, and digital content to strengthen brand-consumer relationships. The study further investigates the emotions evoked by these branding efforts and their influence on consumer loyalty and brand preference.

A mixed-method research approach was adopted and to supplement the qualitative findings, a consumer survey was conducted to provide quantitative insights. The findings of this study reveal that emotional branding significantly influences consumer attitudes towards Indian luxury fashion brands. Brands that effectively communicate their heritage, craftsmanship, and values through digital platforms are more likely to foster stronger consumer attachment and engagement. The study also indicates that emotional branding positively impacts brand recall, purchase intention, and long-term loyalty. The study contributes to the existing literature on luxury branding and provides practical insights for marketers, advertisers, and fashion brands seeking to enhance consumer relationships through emotional engagement.

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