—This study was conducted to identify the impacts of emotional marketing on purchase decision. Quantitative approach was the major method used and a self-administered questionnaire survey was conducted with sample size of 197 consumers who used the products of OMO washing powder, Neptune oil, Kotex tampon, and Red Bear noodle. The results showed that all factors of emotional marketing were positively associated with consumers’ purchase decision. In addition, this study argues that, in order to achieve high level of consumers’ purchase decision, companies employing emotional marketing should; a) focus on symbols of emotional advertising clips, b) concentrate on images of emotional adverting, and c) create self-identification elements. In addition, the empirical results showed that the purchase decision was directly affected by factors of brand recall, brand recognition and perceived quality of product. On the other hand, the factors of kind of media, meaning and form, cultural symbols indirectly affected the purchase decision.
—Emotional marketing, advertising, brand awareness, consumers’ perception, purchase decision.
Mai Ngoc Khuong and Vu Ngoc Bich Tram are with the School of Business, International University –VNU-HCM, Vietnam (e-mail: firstname.lastname@example.org, email@example.com).
Cite: Mai Ngoc Khuong and Vu Ngoc Bich Tram, "The Effects of Emotional Marketing on Consumer Product Perception, Brand Awareness and Purchase Decision — A Study in Ho Chi Minh City, Vietnam," Journal of Economics, Business and Management vol. 3, no. 5, pp. 524-530, 2015.