Emotional Marketing and Storytelling in Wedding Collection Branding

Аннотация

The article analyzes the application of emotional marketing and storytelling in the development and promotion of bridal collection brands. OPEN ACCESS Emotional marketing generates narratives that awaken SUBMITED 24 July 2025 profound feelings and value-based associations, while ACCEPTED 29 July 2025 storytelling constructs the collection’s image as a PUBLISHED 03 August 2025 “character” with its own history and cultural context. VOLUME Vol.07 Issue 08 2025 The relevance of this topic is determined by widespread demand for a personalized experience and a deep CITATION affective bond with the brand in the selection of wedding items, where consumers prioritize symbolic COPYRIGHT and emotional motives over purely rational product © 2025 Original content from this work may be used under the terms of the creative commons attributes 4.0 License. attributes. The aim of the study is to examine the theoretical and methodological foundations, as well as practical aspects, of employing emotional marketing and storytelling tools to optimize branding strategies intended to enhance the brand equity of a bridal collection. To achieve this, descriptive and content analyses of academic publications and market data from the past five years were conducted, which made it possible to identify the main strategic directions and macrotrends in the use of emotional technologies in wedding collection marketing. The findings are of practical interest to marketers, brand managers, designers, and consumer behavior researchers, demonstrating that the integration of authentic, emotionally rich narratives into a brand’s communication architecture acts as a catalyst for a deep emotional connection with the audience, increases the perceived value of the offering, serves as a reliable predictor of purchase decisions, and promotes organic content dissemination and sustainable growth of market share. The American Journal of Applied Sciences 36 https://www.theamericanjournals.com/index.php/tajas Keywords: emotional marketing, storytelling, branding, evokes powerful personal emotions, the use of narrative wedding collections, consumer behavior, wedding techniques opens extensive opportunities for industry, marketing communications. establishing trusting, long-term relationships with the audience. Narrating a romantic tale, a designer’s