ABSTRACT
In an age where attention spans are shrinking and consumer expectations are shifting toward immersive experiences; emotional branding has emerged as a powerful tool for brand differentiation. This study explores how interactive visual storytelling rooted in neuromarketing principles shapes emotional engagement and purchase intention among Generation Z consumers in the fashion retail sector. Anchored in Affective Events Theory (AET) and the Stimulus-Organism-Response (S-O-R) framework, the study evaluates the influence of visual stimuli, specifically brand colour appeal and website content congruence, on brand trust, user engagement, and behavioural outcomes. Data were collected from 308 Gen Z consumers across Indian Tier I and II cities using a structured questionnaire. Analysis was conducted using SPSS and PLS-SEM to assess both direct and mediating relationships. Findings reveal that emotionally resonant visuals significantly influence trust, engagement, and purchase intention, with trust and engagement serving as key mediators. The study contributes to neuromarketing literature and offers managerial implications for optimizing emotionally intelligent branding strategies in digital retail environments.
