Emotional Resonance in Fashion: Investigating the Path from Marketing to Purchase through Brand Perception

Abstract

The beauty and personal care industry is a hyper-competitive landscape, characterized by rapid product innovation and a constant influx of new market entries. Dominant global players including L’Oréal, Unilever, Estée Lauder, P&G, and Shiseido continue to set the benchmark for industry growth. This study investigates the impact of emotional marketing on consumer buying behavior, specifically examining the mediating role of brand image within the beauty and personal care sector of Islamabad, Pakistan. Utilizing a quantitative approach, data was collected via a structured questionnaire. The empirical analysis employed multiple statistical techniques, including reliability, correlation, and regression analyses. To test for mediation, the Hayes Process Macro was applied. The findings reveal that specific emotional triggers namely fear, inspiration, and greed appeals exert a significant influence on consumer purchasing decisions. Furthermore, the results indicate that brand image serves as a vital mediator, significantly strengthening the relationship between emotional marketing strategies and final buying behavior. For future research, it is recommended to expand this study to other regions of Pakistan to facilitate a broader comparative analysis.