Factors Influencing Consumer Purchase Intentions through Emotional Branding in the Food Industry: A Case of JiaHua Fresh Flower Cakes in Yunnan, China
Nian Chen*

Yunnan Technology and Business University, Kunming, Yunnan, 650000;

Abstract: Purpose: This study aims to investigate the impact of emotional branding on consumer purchase intentions in the fresh flower cake industry in Yunnan, China. It examines how brand personality, brand storytelling, emotional response, and brand identity influence emotional branding and subsequent consumer purchase intentions. Research design, data, and methodology: The research utilizes a quantitative approach with online questionnaires distributed to 390 respondents familiar with JiaHua Fresh Flower Cakes. The questionnaire covers brand personality, storytelling, emotional response, brand identity, emotional branding, and purchase intentions. The data were analyzed using multiple linear regression and simple linear regression. Results: Findings indicate that brand personality, storytelling, emotional response, and brand identity significantly influence emotional branding. Emotional branding, in turn, strongly affects consumer purchase intentions. The analysis shows that emotional branding explains 82% of the variation in consumer purchase intentions. Conclusions: This study highlights the importance of emotional branding in enhancing consumer purchase intentions. By understanding and leveraging emotional connections, businesses can foster stronger brand loyalty and increase market share. Implementing emotional branding strategies can provide a competitive edge in the highly competitive fresh flower cake market in Yunnan. The study also offers recommendations for improving emotional branding and suggests areas for future research.

Keywords: Emotional branding; Consumer purchase intentions; Brand personality; Brand storytelling; Emotional response; Brand identity; Fresh flower cakes; Yunnan

References

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