A Literature Review Study on Emotional Marketing and Consumer Behaviour in Indian Banking and Insurance Sector

Emotional marketing entails forging a profound connection between consumers and a product or brand by eliciting their emotions, thereby cultivating enduring and robust affiliations. This paper examines emotional marketing practices in the Indian Banking and Insurance sector over the past 10-12 years. Focusing on forging strong connections between consumers and brands, it analyzes diverse emotional appeals in BFSI advertisements. The objective is to understand the impact of these strategies on emotional brand attachment and related factors. The study aims to provide insights into the evolving landscape of emotional marketing, contributing to a better understanding of consumer-brand relationships and marketing strategies within the BFSI sector.