Impact of Emotional Attachment and Brand Perception on Consumer Buying Behaviour in Shopping Malls in Lucknow City
Shivangi Singh
Research Scholar
Email – shivangithakur20081999@gmail.com
**Prof. Himanshu Shekhar Singh
Department of Business Management and Entrepreneurship
Dr. Rammanohar Lohia Avadh University, Ayodhya-224001
Abstract
Consumer buying behavior is influenced by psychological factors such as emotional attachment and brand perception, particularly in the context of shopping malls in Lucknow city. Despite the growth of organized retail, there is limited empirical evidence on how these factors shape consumer purchasing decisions. This study aims to analyze the impact of emotional attachment and brand perception on consumer buying behavior in shopping malls. The research is based on a quantitative approach with a sample size of 400 shoppers, employing t-tests and ANOVA to determine statistical significance. The null hypothesis (H₀) states that emotional attachment and brand perception do not significantly impact consumer buying behavior, while the alternative hypothesis (H₁) suggests a significant relationship. The findings reveal that both emotional attachment (p=0.002) and brand perception (p=0.001) have a meaningful influence on purchasing decisions, with consumers who exhibit higher emotional connections demonstrating stronger buying tendencies. Additionally, brand perception significantly affects consumer trust and purchasing confidence. The study highlights the importance for retailers to enhance brand perception through strategic marketing efforts, such as promotions and branding campaigns, while also fostering emotional connections via personalized shopping experiences and customer engagement. Strengthening these psychological drivers can improve customer retention, brand loyalty, and overall sales performance in the competitive retail environment. These insights are valuable for mall retailers and brand managers looking to optimize consumer engagement and purchasing behavior. By understanding the role of emotional and brand-related influences, businesses can develop more effective marketing strategies to drive consumer interest and sales growth.
Keywords: Consumer Buying Behavior, Emotional Attachment, Brand Perception, Shopping Malls, Retail Marketing
