International Journal of Scientific Research and Engineering Development

In the contemporary digital ecosystem, branding strategies have increasingly shifted from functional value propositions to emotion-centric approaches, driven by advancements in data analytics and intelligent technologies. This study critically examines the role of emotional branding as a determinant of consumer decision-making behavior. It explores how emotional responses such as trust, attachment, nostalgia, and excitement influence consumer perceptions, purchase intentions, and brand loyalty.The study also investigates the role of modern technologies, including Artificial Intelligence (AI), machine learning, big data analytics, and neuromarketing, in understanding and influencing consumer emotions. These technologies enable real-time analysis, personalization, and improved customer engagement. The research adopts a descriptive design based on secondary data sources such as journals, articles, and case studies. The findings indicate that emotional branding, supported by modern technology, enhances customer engagement, brand recall, and purchasing behavior.The study concludes that emotional connection, combined with technological advancements, has become a key factor in influencing consumer decisionmaking in the modern digital marketplace.

Kavitharani Bellamkonda,"Analyzing the Role of Emotions in Branding and Its Impact on Consumer Decision-Making" International Journal of Scientific Research and Engineering Development, V9(2): Page(1941-1945) Mar-Apr 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.