📄 Abstract
This paper explores how emotional intelligence influences consumer perception of brands, emphasizing the psychological mechanisms that shape emotional engagement, trust, and loyalty. Drawing on interdisciplinary research from psychology, neuroscience, and marketing, the study examines how emotionally intelligent consumers interpret brand signals, form affective attachments, and respond to emotionally resonant messaging.
🏷️ Keywords
📚 How to Cite:
Pulatova Nigoraxon Nurullayevna , THE IMPACT OF EMOTIONAL INTELLIGENCE ON BRAND PERCEPTION: PSYCHOLOGICAL MECHANISMS AND MARKETING STRATEGIES , Volume 12 , Issue 6, june 2025, EPRA International Journal of Environmental Economics, Commerce and Educational Management(ECEM) ,