The Impact of Emotional Marketing on Consumer Buying Behavior through Brand Image for Beauty and Personal Care Products in Islamabad, Pakistan

Abstract

This study investigates the impact of emotional marketing on consumer buying behavior through brand image for beauty and personal care products in Islamabad Pakistan. This study has used emotional marketing appeals like fear appeal, greed appeal and inspiration appeal as independent variables. Brand image is the mediating variable while consumer buying behavior is the dependent variable. This study has been focused on understanding the effects of these variables on each other for beauty and personal care industry in Pakistan. Quantitative approach has been used, for which a well-structured questionnaire is developed and distributed amongst individuals of Islamabad. The responses are collected from over 400 individuals (consumers who are associated with beauty and personal care products in Islamabad) but only 300 are validated. 100 responses are deemed unreliable due to monotonous reasons. SPSS software has been utilized for statistical analysis of data collected from respondents. Reliability, Regression, correlation and Andrew F. Hayes mediating analysis is performed to check if the hypotheses mentioned in the current study are validated or rejected. The analysis indicates that fear appeal, inspiration appeal and greed appeal impact brand image and brand image impacts consumer buying behavior in beauty and personal care products in Islamabad Pakistan. Based on the analysis, the mediating variable, brand image has played an important part in solidifying the relationship between emotional marketing appeals and consumer buying behavior for beauty and personal care products in Islamabad, Pakistan. Analysis results have shown significant relationship between the independent, dependent and mediating variable.