Saved in:
| Main Authors: | , |
|---|---|
| Format: | Recurso digital |
| Sprog: | engelsk |
| Udgivet: |
Zenodo
2025
|
| Fag: | |
| Online adgang: | https://doi.org/10.5281/zenodo.15834321 |
| Tags: |
Tilføj Tag
Ingen Tags, Vær først til at tagge denne postø!
|
Indholdsfortegnelse:
- <p>This study investigates the role of emotional storytelling in Cadbury’s advertising and its influence on consumer behavior among young adults aged 18 to 35 in Bangalore. Emotional storytelling, often rooted in themes of nostalgia, family bonds and celebration, is central to Cadbury’s branding. The study aims to (1) explore emotional responses elicited by Cadbury advertisements (2) assess how emotional narratives shape consumer trust and loyalty, and (3) examine the influence of such storytelling on purchase decisions. Adopting a quantitative research methodology, primary data was collected through a structured questionnaire from 180 respondents across various colleges and urban areas in Bangalore. Findings reveal that Cadbury’s emotionally - driven ads evoke strong feelings of happiness, warmth and trust, significantly contributing to positive brand perception and increased purchase intent. Respondents associated Cadbury with emotional moments, celebrations and personal connections, reinforcing the impact of storytelling on consumer engagement. This research contributes to advertising literature by providing empirical evidence on how emotional narratives in brand messaging influence youth behavior in urban Indian markets. It highlights the effectiveness of culturally resonant, emotion - centric advertising in building long-term consumer relationships.</p>