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@article{189510,
        author = {Fr. Dr. Robert Pradeep Kujur S.J. and Dr. Shakil Anwar Siddique},
        title = {A REVIEW ON THE ROLE OF EMOTIONAL BRANDING IN LUXURY GOODS MARKETING},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {7},
        pages = {6672-6678},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=189510},
        abstract = {The Indian market’s perception of luxury goods is evolving rapidly, driven by rising disposable incomes, globalization and shifting customer aspirations. As a result, luxury goods are shaping a new consumer mindset in India, where exclusivity, authenticity and experiential value define the modern luxury experience. Emotional branding plays a pivotal role in luxury goods market by creating deep and lasting connections and to evoke emotions between consumers and brand. Emotional attachment is cultivated through heritage, brand values and consistent engagement, making customers feel a part of elite community. Digital influence and celebrity endorsements have further amplified the desirability of luxury goods making them more accessible and aspirational.},
        keywords = {Brand, Emotional Branding, Luxury Goods.},
        month = {December},
        }