“Impact of Emotions and Confidence on Brand Preference: A Study of Selected Insurance Companies in India”

Lilesh Gautam


Brands are associated with identification, guarantee, mark of integrity, reputation, trust, expectations, etc. The process of creating these associations is branding. “A collection of changes in body and brain system that respond to specific contexts of one’s perceptions, actual or recalled, relative to a particular object or event.” . Emotional bases can create strong bonds between the customers and the brands Brand should not be just an identity. It should become a personality. A brand should create a feeling. A strong brand has to understand the needs and aspirations of the customers. Companies have started realizing that customers can be emotionally connected with the brands. This application of emotions in branding has led to the concept of Emotional Branding. The objective of present study is to find out the impact of emotions and confidence factor on brand preference in insurance industry. The sampling element of the study is the customers who buy insurance product and the sample size was 150. The simple random sampling technique is used for the study and data analysis is done with the help of spss software. The result of the study shows that both emotion and confidence is having significant impact on brand preference.

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