The Influence of Functional, Emotional, Symbolic, and Indulgence Attributes on Consumer Brand Perception: A Comparative Study of Zudio and Max
Varsha Paramesh
, Neelesh B , Vairaprasana V , Saksham Sharma
Sensory Branding, Consumer Brand Perception, Functional Attributes, Emotional Attributes, Symbolic Attributes, Indulgence.
The issue of the impact of sensory branding on consumer behavior has been critical towards
brand loyalty and uniqueness in the fast evolving fashion retail industry. To evaluate the
influence of utilitarian, emotional, symbolic, and indulgent senses on the brand perceptions
of consumers, the study was a comparison of two popular Indian brands of value-fashion
Zudio and Max, which provide a standardized self-administered questionnaire through a
five-point Likert scale to measure the sensations. The reliability of the constructs was
checked with the help of Cronbachs Alpha (α > 0.7) and SPSS was applied to perform a
multiple regression analysis, independent sample t-test, and descriptive statistics.
The results indicated that there was a great difference between the two brands. Max was
much better at emotional and symbolic appeal or expressing lifestyle and self, whereas
Zudio was more successful on the practical and indulgence dimensions, emphasizing on
cost and value. According to the regression model (R2 = 0.773), the most influential
perceptions of the overall brand were functional and symbolic attributes. This research
study highlights the importance of balanced involvement of emotion and symbolism as
well as functional reliability to foster consumer relationship and brand competitiveness in
the dynamic value-fashion market in India.
"The Influence of Functional, Emotional, Symbolic, and Indulgence Attributes on Consumer Brand Perception: A Comparative Study of Zudio and Max ", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.11, Issue 1, page no.a704-a717, January-2026, Available :https://ijsdr.org/papers/IJSDR2601077.pdf
Volume 11
Issue 1,
January-2026
Pages : a704-a717
Paper Reg. ID: IJSDR_306890
Published Paper Id: IJSDR2601077
Downloads: 000261
Research Area: Management All
Country: Chennai, Tamilnadu, India
ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: IJSDR(IJ Publication) Janvi Wave
