Abstract

This research aims to investigate the psychological impact of branding, revealing that emotional connections to brands often drive consumer loyalty. Younger demographics, particularly Gen Z and Millennials, tend to favor brands that reflect their personal values and social identity. Social media and influencer marketing play a significant role in shaping brand perceptions, especially in the fashion industry, where this study tells that 80% of respondents perceive brands as status symbols. Brand visibility and consistent messaging were found to enhance consumer trust and increase the likelihood of repeat purchases. Interestingly, the study also revealed a growing preference for brands that demonstrate sustainability and ethical practices. While brand name remains influential, factors such as product quality and price competitiveness are still critical in shaping purchasing decisions. The findings also suggest that branded items, particularly in fashion, are closely tied to personal identity and lifestyle choices. Overall, branding is shown to play a complex role, blending emotional, social, and economic dimensions in consumer decision-making.

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