The Relationship of Brand Perception and Hedonistic Consumption
Sadig Damirli
Abstract. This study examines the relationship between brand perception and hedonistic consumption behavior. Brand perception refers to the way consumers interpret and evaluate a brand based on its image, quality, reputation, and emotional associations. Hedonistic consumption, on the other hand, is driven by pleasure, enjoyment, excitement, and emotional satisfaction rather than functional needs.
In today's competitive market, consumers increasingly seek products and services that provide memorable experiences and emotional value. Positive brand perception can significantly influence hedonistic consumption by creating feelings of prestige, happiness, and self-expression. Strong brands often appeal to consumers’ emotions through attractive designs, effective marketing strategies, and symbolic meanings, encouraging them to make purchases for pleasure and personal gratification.
The relationship between these two concepts is particularly evident in industries such as fashion, luxury goods, cosmetics, and technology, where consumers are motivated not only by product utility but also by emotional and experiential benefits. As a result, brands that successfully establish a favorable perception are more likely to stimulate hedonistic purchasing behavior and strengthen customer loyalty.
Keywords: brand, consumption, consumer, brand, purchase, luxury, marketing