The secret ingredient in the emotional connection to brands

How brands make people feel about themselves.

Emotions are a key part of purchasing, but exactly how do they work? We have previously shared a model of the feelings that lead to purchasing and loyalty. Additional research we’ve conducted has determined that the feelings brands create within us further explain the emotional connection people have with brands and the reasons these feelings lead to purchasing and loyalty.  We will share our model and the specific feelings about the self that are most predictive.