A Systemic Analysis of Effective Brand Elements Driving Emotion and Consumer Behavior: Evidence from Forbidden City Cultural Creative Products
List of Authors
Azhari Md Hashim, Limin Niu
Keyword
Emotional Branding, Consumer Behavior, Cultural Creative Products, Brand Elements, Forbidden City
Abstract
The purpose of this study is to have a systematic examination of successful brand attributes that induce emotional reactions and impact consumer action in the context of cultural creative goods, with special reference to the Forbidden City brand in China. With the increased desire for emotionally engaging branding and cultural consumption, this review examines how heritage-based brand design promotes engaged consumer interaction. The study employs a systematic literature review methodology, drawing data from databases such as Scopus, Web of Science, CNKI, JSTOR, and Google Scholar. Thirty-five peer-reviewed articles (2010–2025) were chosen following strict inclusion and exclusion criteria. Thematic content analysis was used to group brand elements and their emotional and behavioral effects. The study uncovered three general categories of brand elements: visual (e.g., logo, color), narrative (e.g., symbolism, storytelling), and cultural-symbolic (e.g., tradition, national identity), which always evoke emotional responses like nostalgia, pride, and aesthetic pleasure. Such emotions strongly drive consumer behavior outcomes such as purchase intention, loyalty, and advocacy. The Forbidden City brand is an example of how traditional design and storytelling can be strategically used to fuel emotional branding. This review adds to branding and cultural product scholarship by consolidating dispersed findings and emphasizing the preeminent position of emotional branding in driving consumer behavior. It provides workable advice to brand managers, cultural institutions, and policymakers.