More Then Masala: Decoding The Emotional Connection In Haldiram?s Brand Loyalty

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@article{1709180,
      author = {Riya Srivastava},
      title = {More Then Masala: Decoding The Emotional Connection In Haldiram?s Brand Loyalty},
      journal = {Iconic Research And Engineering Journals},
      year = {2025},
      volume = {8},
      number = {12},
      pages = {490-495},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1709180.pdf},
      abstract = {In an increasingly competitive and commoditized food industry, emotional branding has emerged as a powerful tool to foster consumer loyalty. This study explores the emotional connection that consumers develop with the Indian snack brand Haldiram?s. While the brand is widely recognized for its consistent taste, product variety, and availability, this research focuses on the intangible elements that make Haldiram?s more than just a snack?such as nostalgia, cultural resonance, trust, and shared family memories.
Through a combination of qualitative and quantitative research methods, the project analyzes customer perceptions, emotional triggers, and brand interactions that contribute to long-term brand attachment. By understanding the human side of brand loyalty, this study aims to offer strategic insights into how traditional Indian brands can sustain relevance and growth in the modern market.
The findings of this research not only reinforce the role of emotional marketing but also provide valuable guidance for other Indian FMCG brands aiming to build similar loyalty. Ultimately, the project reveals that Haldiram?s success lies not just in its products, but in the emotional space it occupies in the hearts of its consumers.},
      keywords = {Haldiram?s, Brand Loyalty, Emotional Branding, Consumer Behavior, Indian FMCG, Cultural Branding},
      month = {June},
  }