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@article{190361,
        author = {Amrita Naik and Aryan Pradhan and Anirudh Samal and Ayush Yadav},
        title = {EMOTIONAL BRANDING AND ITS IMPACT ON CONSUMER PURCHASE BEHAVIOR IN FMCG PRODUCTS},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {718-720},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=190361},
        abstract = {},
        keywords = {Emotional Branding, FMCG, Consumer Behavior, Brand Loyalty, Purchase Decision, Nostalgia, Family Bonding},
        month = {January},
        }