The American Journal of Applied Sciences
36
https://www.theamericanjournals.com/index.php/tajas
TYPE
Original Research
PAGE NO.
36-43
10.37547/tajas/Volume07Issue08-04
OPEN ACCESS
SUBMITED
24 July 2025
ACCEPTED
29 July 2025
PUBLISHED
03 August 2025
VOLUME
Vol.07 Issue 08 2025
CITATION
COPYRIGHT
© 2025 Original content from this work may be used under the terms
of the creative commons attributes 4.0 License.
Emotional Marketing and
Storytelling in Wedding
Collection Branding
Lipinska Liudmyla
independent researchers, Ukraine
Abstract:
The article analyzes the application of
emotional marketing
and
storytelling
in
the
development and promotion of bridal collection brands.
Emotional marketing generates narratives that awaken
profound feelings and value-based associations, while
storytelling constructs the collection’s image as a
“character” with its own history and cultural context.
The relevance of this topic is determined by widespread
demand for a personalized experience and a deep
affective bond with the brand in the selection of
wedding items, where consumers prioritize symbolic
and emotional motives over purely rational product
attributes. The aim of the study is to examine the
theoretical and methodological foundations, as well as
practical aspects, of employing emotional marketing
and storytelling tools to optimize branding strategies
intended to enhance the brand equity of a bridal
collection. To achieve this, descriptive and content
analyses of academic publications and market data from
the past five years were conducted, which made it
possible to identify the main strategic directions and
macrotrends in the use of emotional technologies in
wedding collection marketing. The findings are of
practical interest to marketers, brand managers,
designers, and consumer behavior researchers,
demonstrating that the integration of authentic,
emotionally
rich
narratives
into
a
brand’s
communication architecture acts as a catalyst for a deep
emotional connection with the audience, increases the
perceived value of the offering, serves as a reliable
predictor of purchase decisions, and promotes organic
content dissemination and sustainable growth of market
share.
The American Journal of Applied Sciences
37
https://www.theamericanjournals.com/index.php/tajas
Keywords:
emotional marketing, storytelling, branding,
wedding collections, consumer behavior, wedding
industry, marketing communications.
Introduction
The wedding industry, as one of the most rapidly
evolving segments of the global consumer market,
possesses a distinctive character driven primarily by the
high emotional needs and expectations of clients. When
selecting wedding elements
—
such as attire, accessories,
and related components
—
the end consumer relies less
on utilitarian and rational criteria and more on profound
psychological
motives
associated
with
the
transformation of self-perception, the embodiment of
idealized visions of celebration, and the aspiration to
obtain an unparalleled existential experience [1, 5].
According to Market.us, the global wedding services
market is projected to reach approximately USD 677
billion by 2033, compared to USD 201.2 billion in 2023.
Over the forecast period from 2024 to 2033, the
compound annual growth rate is expected to be 12.9 %
[2]. This increase is largely attributable to the growing
global trend toward customization and the rising
interest in the “unique experience” format, which allows
couples to emphasize their individuality through
meticulously curated event details.
In an environment of intensified market competition
and heightened consumer demands, traditional
product-oriented
marketing
tools
are
losing
effectiveness. Companies are compelled to shift focus
from informing about technical specifications and price
advantages toward establishing emotional connections
with the target audience. Emotional marketing
strategies become a key driver of success for brands
offering goods and services with a high level of symbolic
value, which undoubtedly includes wedding attire and
accessories [3]. Intensive influence on the potential
customer’s emotional sphere makes it possible to build
an affective attachment, which becomes a critical factor
in the purchase decision: it creates not only a positive
brand image but also a sense of belonging to its values,
which ultimately stimulates consumer behavior [4].
Storytelling occupies a special place among the tools of
emotional marketing, enabling brands to communicate
their identity, mission, and value system through
carefully crafted narratives. In the context of the
wedding segment, where every element
—
whether the
fabric of a gown, the design of an accessory, or a
bespoke finish
—
carries deep symbolic meaning and
evokes powerful personal emotions, the use of narrative
techniques
opens
extensive
opportunities
for
establishing trusting, long-term relationships with the
audience. Narrating a romantic tale, a designer’s
inspiration, or the subtleties of craftsmanship allows a
brand to distinguish itself from competitors,
underscores its uniqueness, and helps build a loyal
community around the brand’s values [3, 5].
Despite the widespread recognition of the importance
of emotional components in marketing research, a
noticeable gap remains in the systematic analysis of the
specifics of applying emotional marketing tools and
storytelling directly to the branding of wedding
collections.
The objective
of the research is the detailed
identification, critical analysis, and subsequent
conceptualization of the most effective emotional
marketing and storytelling strategies employed in the
creation and promotion of contemporary wedding
collections.
The scientific novelty
of the study lies in the
development of an integrative (“synergistic”) approach,
which entails the joint and mutually complementary use
of emotional marketing instruments and storytelling
techniques to enhance the attractiveness of a wedding
collection brand. The proposed conceptual framework
considers current market trends, the transformation of
consumer behavior, and the specific characteristics of
digital communication channels, thereby enabling the
substantiation of new hypotheses concerning the
mechanisms by which a deep emotional bond is formed
between the brand and the end consumer.
The author’s hypothesis
is that the consistent,
authentic, and strategically considered integration of
emotionally rich narratives into the multimodal
communication channels of wedding collection brands
will contribute to a statistically significant increase in
target‐audience en
gagement. In turn, such engagement
will lead to a strong affective attachment to the brand
and, consequently, to the sustained strengthening of the
company’s competitive position and the improvement
of its commercial performance compared with brands
that rely primarily on rational‐pragmatic argumentation.
Materials And Methods
To achieve the stated goal and to test the hypothesis, a
comprehensive analysis was conducted of academic
The American Journal of Applied Sciences
38
https://www.theamericanjournals.com/index.php/tajas
publications, industry reports, and empirical data
related to the research topic.
In contemporary studies of wedding-collection
branding, particular attention is paid to authenticity,
digital experience, and sustainable consumption
methods and approaches within the luxury fashion
segment. Lin F. L. and Ku T. H. [1] analyze how digital
b
rand experience influences the perception of luxury‐
brand authenticity, the formation of emotional
attachment, and customer loyalty. Essiz O. and Senyuz
A. [9] demonstrate that ethical and sustainable factors
(sustainability, social responsibility), together with
emotional considerations, determine the perceived
value of luxury goods
—
an issue especially pertinent to
wedding collections, where the provenance of materials
and craftsmanship enhances emotional significance.
Kolar Č. S. [8] emphasizes that, for
wedding brands, it is
important to construct narratives tied to cultural codes
and family traditions in order to reinforce uniqueness
and foster emotional engagement with the audience.
Emotional brand attachment and the power of
emotional advertising are regarded as key factors in the
transition from customer satisfaction to loyalty.
Ghorbanzadeh D. and Rahehagh A. [3] propose a model
in which emotional attachment and brand love serve as
bridges between satisfaction and loyalty, a connection
that is critical for bridal collections where the purchase
is closely tied to personal experiences. Vrtana D. and
Krizanova A. [6] investigate the influence of emotional
advertising appeals on consumer behavior and brand
–
consumer relationships, demonstrating that the use of
emotional triggers (joy, nostalgia, a sense of
participation in an important event) contributes to
increased impulse purchases and strengthened long-
term attachment, which is especially important for
bridal brands that create an emotional component in
their products.
Digital marketing, social media, and the role of
influencers are regarded as drivers of engagement and
trust. Hollebeek L.D. and Macky K. [7] propose a model
of the influence of digital content marketing on
engagement, trust, and consumer value, emphasizing
that visual content and behind-the-scenes materials are
critical for establishing an emotional connection within
bridal fashion. Marchowska-Raza M. and Rowley J. [5]
investigate processes of value formation and co-
creation in social media communities, demonstrating
that involving audiences in content creation (for
example, collaboratively developing wedding accessory
design ideas and sharing authentic couples’ stories)
strengthens loyalty and enables brands to better
understand customer values. Lidgren J.. Major M. and
Singh, B., & Kaunert, C. [11, 13] focus on the impact of
influencers on sustainable consumption among
Generation Z, noting that collaborations with bloggers
who share genuine wedding narratives bolster trust and
authenticity. Shamim K. and Islam T. [12] illustrate how
message credibility and media credibility enhance trust
and impulsive purchases in digital influencer marketing.
Widyatmoko W. [14] emphasizes that the use of live-
streaming platforms and workshops contributes to the
creation of an emotional context. Secundo G., Del
Vecchio P., and Mele G. [4] demonstrate that a
structured approach to content strategies in social
media generates both economic and social benefits,
which is also applicable to bridal brands.
Narrative advertising and wedding services market
research reveal the role of storytelling in creating an
emotional experience. Yıldız S. and Sever N. S. [15]
demonstrate that narratives enhance memorability,
trust, and emotional attachment to a brand, which is
important for bridal collections, where accounts of a
collection’s creation and designers’ inspirations
strengthen emotional resonance. The reports Global
Wedding Services Market By Type [2] and The Knot 2025
Real Weddings Study [10] provide statistical data on
market trends and consumer preferences, showing a
growing demand for personalized services and
emotional experiences. Clients seek weddings that
reflect their personal story, which creates an additional
need for emotionally rich brands.
Thus, despite the consensus among most authors
regarding the importance of emotional and narrative
approaches, contradictions and gaps remain. Lin F. L.
and Ku T. H. [1] emphasize digital experience as a
catalyst for authenticity, whereas Essiz O. and Senyuz A.
[9] underscore the primacy of sustainability and ethics,
indicating a need to balance technological innovation
with environmental responsibility. General engagement
and influencer marketing models [7, 11, 12] are not yet
sufficiently adapted to the specifics of the wedding
industry, which requires consideration of ritualistic and
emotional context. Moreover, studies on narrative
advertising have paid little attention to visual
storytelling techniques, and wedding services market
reports [2, 10] do not integrate data with specific
emotional marketing strategies. Open questions remain
The American Journal of Applied Sciences
39
https://www.theamericanjournals.com/index.php/tajas
regarding the combination of digital technologies with
sustainable practices, effective visual storytelling
methods, and the integration of market data with
narrative strategies to create holistic branding models
for wedding collections.
Results
Wedding ceremonies are inherently imbued with
emotional experiences, creating a unique environment
for brand
–
client interaction. Companies that adeptly
leverage the event’s emotional atmosphere gain a
significant competitive advantage. Emotions such as
love, joy, and the anticipation of a dream coming true
become primary targets of marketing communications.
According to research in consumer behavior, when
choosing high-involvement products, emotional factors
often prevail over rational ones [3, 6]. Consequently,
bridal collection brands actively employ visual semiotic
techniques and carefully crafted narratives aimed at
evoking those emotions in the target audience.
Storytelling functions as one of the most effective ways
that enables a brand to move beyond a mere
presentation of product features and convey its
uniqueness and value proposition to the consumer. A
well-constructed narrative humanizes the brand and
enhances its relevance in the eyes of an audience that
favors authenticity and transparency. Narrative threads
may focus on the brand’s history, the craftsmanship of
its creators, and the sources of inspiration for the
collection; on accounts from real customers (user-
generated content); or on value-driven aspects such as
a commitment to sustainability principles. Taken
together, these approaches resonate with the
worldview of contemporary consumers and strengthen
the emotional response to brand communications [1, 9].
Traditional models, focused primarily on the product’s
functional characteristics (fabric quality, structural
design features, price segment), gradually give way to
emotionally driven strategies based on active use of
storytelling. In this approach, the central concern is not
merely providing information about the purchase but
crafting an emotional narrative that reflects the brand’s
values and the bride’s unique experience [7, 8].
Contemporary marketing of bridal collections shifts
from the goal of “selling a dress” to the strategy of “co
-
creating a unique, narrated story with the bride,”
thereby fostering deeper engagement and long-term
loyalty. The primary message transforms from
“Purchase this dress” to “This dress is an integral part of
her one-of-a-kin
d story.” An important change involves
a shift in focus: the client is no longer viewed solely as a
source of revenue; instead, she assumes the role of co-
creator of the narrative and becomes a full member of
the brand community. Simultaneously, communication
channels move away from traditional media toward
digital platforms, social networks, blogs, video content,
and influencer marketing. As a result, the anticipated
outcomes encompass not only short-term sales volume
but also the development of lasting loyalty, the
emergence of brand advocates, and an increase in
customer lifetime value (LTV) [5, 11]. For clarity, Figure
1 presents a graph illustrating the factors that influence
the selection of a wedding dress.
Figure 1. Priority factors when choosing a wedding dress (compiled by the author based on the results of
publications [1, 3, 5, 12]).
38%
28%
18%
12%
4%
Priority factors in wedding dress selection
Emotional connection to dress / brand
Design and style
Price and value
Quality
Recommendations and reviews
The American Journal of Applied Sciences
40
https://www.theamericanjournals.com/index.php/tajas
The data reproduced for demonstration purposes,
based on trends identified in industry reports, indicate
that ephemeral yet deeply rooted emotional
connections and alignment with individual beliefs serve
as key factors in respondents’ decision
-making, often
proving more significant than the direct price
parameters of the offering. This metrics-based model
underscores that, for the vast majority of the target
audience, motivation grounded in personal values and
emotional resonance with a brand or product
establishes a stable preference long before cost
comparison comes to the fore.
Visual platforms such as Instagram and Pinterest remain
the most effective channels for storytelling in the
wedding industry, which aligns with findings on the
power of visual narrative in digital environments [9, 13].
TikTok and collaborations with influencers also
demonstrate high effectiveness. Figure 2 depicts the
model integrating emotional marketing and storytelling
in the wedding industry.
Figure 2. The model of integration of emotional marketing and storytelling into the branding of a wedding
collection (compiled by the author based on the analysis of [1, 3, 9, 14].
The model illustrates a cyclical process, effectively an
algorithm, beginning with the analysis of audience
needs and the definition of the brand’s unique value
proposition, proceeding through the development and
dissemination of narrative content, and culminating in
the achievement of desired outcomes in the form of
increased loyalty and sales, followed by analysis to
refine the strategy [4, 14]. A successful wedding brand
story is founded on authenticity, emotional resonance,
audience relevance, uniqueness, visual appeal, and
consistency. These elements together create a strong
brand and foster the development of trust and loyalty.
Table 1 presents a comparison of approaches to
branding wedding collections.
The American Journal of Applied Sciences
41
https://www.theamericanjournals.com/index.php/tajas
Table 1. Comparative analysis of approaches to branding wedding collections [4, 5, 9, 11, 12, 15].
Criterion
Traditional Approach
Emotional Storytelling Approach
Communication
focus
Product attributes (fabric, cut,
price)
Emotions, values, brand narrative, the bride’s
experience
Marketing
objective
Information
dissemination,
direct sales
Bond creation, engagement, loyalty
Key message
“The dress
meets parameters X,
Y, and Z.”
“This dress forms part of the bride’s unique story.”
Customer
relationship
Customer as a transactional unit Customer as a co-creator of the narrative, member of
the community
Channels employed Primarily
advertising,
offline boutiques
Social media, blogs, video, influencers, user-generated
content, AR/VR
Expected outcome
Short-term sales
Long-term loyalty, brand advocates, customer lifetime
value
Performance
metrics
Sales volume, on-site conversion Engagement, reach, sentiment, user-generated
content, customer lifetime value
The table illustrates the fundamental differences
between the traditional product-oriented approach and
the contemporary emotion-focused approach that
employs storytelling. The latter is aimed at building
deep, long-term relationships with the consumer, which
is critical for the wedding industry.
Discussion Of the Results
The data obtained from the analysis and the results of
the literature review demonstrate that emotional
marketing and storytelling have long transcended short-
lived trends, having become foundational mechanisms
for building a successful brand in the contemporary
wedding industry. On one hand, consumers in the
wedding services segment exhibit a high level of media
and information literacy, which renders them especially
sensitive to any manifestations of insincerity or
artificiality in communications. In this context,
authenticity emerges as one of the cornerstones of
sustainable brand positioning: it is the genuineness of
the message that enables trust‐based relationships with
the audience and the formation of strong emotional
bonds, as confirmed by studies [5, 6].
The second important aspect to highlight is the
personalization of narratives, in which a brand does not
merely broadcast generic messages but adapts content
to the specific needs and expectations of its target
audience. Such a strategy not only reinforces
the client’s
sense of involvement in a “personal” story but also
elevates the perceived value of the services offered,
directly influencing the purchasing decision. Moreover,
it is through the prism of individual life values and the
characteristics of prospective newlyweds that narratives
can be constructed to reflect their unique emotional
scenarios
—
an aspect of particular importance in a
segment where each couple seeks a personalized “fairy
tale.”
Nevertheless, despite the evident advantages, the
implementation of high-quality storytelling entails a
range of challenges. First and foremost, the
development of narrative concepts, methods and
approaches, requires a substantial investment of
creative resources and budgetary funds. Companies
frequently encounter a dilemma: either to rely on
generic, rapidly scalable stories or to invest in an in-
depth research phase
—
encompassing socio-cultural
analysis, focus groups, and prototype testing
—
which
leads to time delays and increased expenditures. As a
result, a risk of “narrative exhaustion” inevitably
emerges, wherein stories become stereotypical, devoid
of substance, and fail to align with the audience’s
dynamically evolving preferences [6, 11]. This issue is
particularly acute in contexts where social norms and
values are shifting and new cultural codes are emerging,
which traditional, monotonous narratives simply cannot
capture.
The American Journal of Applied Sciences
42
https://www.theamericanjournals.com/index.php/tajas
The third key trend warranting special attention is the
growing role of sustainability and ethical production
practices
within
the
context
of
storytelling.
Contemporary young couples and their social circles are
increasingly inclined toward brands that not only
position themselves as creative leaders but also adhere
to principles of environmental and social responsibility.
In this context, it is essential for narratives surrounding
a product or service to include elements demonstrating
concern
for
minimizing
ecological
footprint,
transparency in material supply chains, fair labor
conditions, and support for local communities.
The fourth aspect is the digital transformation of
marketing practices, which today opens entirely new
avenues for the development of emotional marketing in
the
wedding
industry.
The
emergence
and
dissemination of immersive technologies (augmented
reality, virtual reality, 360° content) enable brands not
merely to tell stories but to place clients within those
narratives, making them active participants in the
experience. For example, virtual tours of wedding
venues, interactive 3D presentations of dresses or
accessories, and the ability to directly influence the
progression of narrative threads through gamified
elements enhance engagement and create a fully
immersive effect [1, 9, 10]. Moreover, the proliferation
of social networks featuring stories and real-time video
content broadens opportunities for feedback: users
become not only passive recipients but also collective
co-authors of the narrative, generating their own user-
generated content (UGC), which can subsequently be
integrated into the brand’s off
icial communication.
In conclusion, it can be asserted that the directions for
further development of storytelling in the wedding
industry will be grounded in the integration of
sustainable practices, the adoption of cutting-edge
digital tools, and deeply personalized engagement with
the audience. Amid intensifying competition and the
rapid evolution of consumer preferences, it is precisely
the combination of emotional marketing, attention-
capturing technologies, and a sincere, cohesive
narrative that becomes the key driver of success for
wedding collection brands.
Conclusion
The conducted study demonstrates that emotionally
charged communications and the methodology of
storytelling serve as central elements in the formation of
a lasting brand image within the wedding fashion sector
in the contemporary marketplace. Based on the analysis
performed, it has been determined that consumers of
wedding products and services seek not merely items,
but a unique emotional experience and the opportunity
to establish a profound connection with a brand that
reflects personal values, notions of harmony, and
aspirations.
Emotional factors play a primary role in purchase
decision-making within the wedding industry: a sense of
joy, the uniqueness of the moment, and a feeling of
involvement. Brands that emphasize values such as love,
happiness, and exclusivity in their communication
secure a sustainable advantage and achieve higher
levels of consumer loyalty. Moreover, storytelling
functions as an effective instrument for humanizing the
brand: authentic narratives concerning the designers’
inspiration, craftsmanship, and the experiences of actual
clients enhance trust, foster emotional attachment, and
contribute to the development of long-term
relationships with the audience.
A systematic and consistent approach to integrating
elements of emotional marketing and storytelling at
every stage of the customer journey ensures that one-
time purchasers are transformed into active brand
advocates. This is evident both in a unified style of visual
and textual content and in the coordinated use of key
emotional messages at each stage of engagement
—
from the initial advertisement to post-sale support. In
this context, digital platforms (Instagram, Pinterest,
TikTok, corporate blogs and websites) serve as primary
channels for executing such strategies: visually oriented
formats (Stories, Reels, Pins, blogs featuring photo and
video materials) enable the presentation of archives, live
broadcasts, and personalized narratives, thereby
intensifying immersion and engagement.
Prospects for further research include in-depth study of
cross-cultural differences in the perception of emotional
messages within the wedding industry to adapt
narratives for entry into international markets;
development of algorithmic tools for quantitatively
measuring return on investment from implementing
emotional marketing and storytelling, thus providing
justification for budget allocations to content strategies;
and assessment of the potential of modern technologies
(AR/VR, AI) to enhance emotional impact and create
innovative storytelling formats
—
such as virtual fitting
rooms and 3D narratives about collection creation
—
capable of generating a unique user experience
The American Journal of Applied Sciences
43
https://www.theamericanjournals.com/index.php/tajas
References
1.
Lin, F. L., & Ku, T. H. (2023). Effect of digital
brand experience on luxury fashion brand authenticity,
attachment and loyalty.
South African Journal of
Business
Management,
54
(1),
1
–
8.
https://doi.org/10.4102/sajbm.v54i1.3583.
2.
Market.us. (n.d.).
Global wedding services
market by type
. https://market.us/report/wedding-
services-market/ (accessed May 14, 2025).
3.
Ghorbanzadeh, D., & Rahehagh, A. (2021).
Emotional brand attachment and brand love: The
emotional bridges in the process of transition from
satisfaction to loyalty.
Rajagiri Management Journal,
15
(1), 16
–
38.
4.
Secundo, G., Del Vecchio, P., & Mele, G. (2021).
Social media for entrepreneurship: Myth or reality? A
structured literature review and a future research
agenda.
International Journal of Entrepreneurial
Behavior
&
Research,
27
(1),
149
–
177.
https://doi.org/10.1108/IJEBR-07-2020-0453.
5.
Marchowska-Raza, M., & Rowley, J. (2024).
Consumer and brand value formation, value creation
and co-creation in social media brand communities.
Journal of Product & Brand Management, 33
(4), 477
–
492. https://doi.org/10.1108/JPBM-01-2023-4299.
6.
Vrtana, D., & Krizanova, A. (2023). The power of
emotional advertising appeals: Examining their
influence on consumer purchasing behavior and brand
–
customer
relationship.
Sustainability,
15
(18).
https://doi.org/10.3390/su151813337.
7.
Hollebeek, L. D., & Macky, K. (2019). Digital
content marketing's role in fostering consumer
engagement, trust, and value: Framework, fundamental
propositions, and implications.
Journal of Interactive
Marketing,
45
(1),
27
–
41.
https://doi.org/10.1016/j.intmar.2018.07.003.
8.
Kolar, Č. S. (2023).
Fashion as an expression of
authenticity, identity, and heritage in the novel
Americanah
.
9.
Essiz, O., & Senyuz, A. (2024). Predicting the
value‐based determinants of sustainable luxury
consumption: A multi‐analytical approach and pathway
to sustainable development in the luxury industry.
Business Strategy and the Environment, 33
(3), 1721
–
1758. https://doi.org/10.1002/bse.3569.
10.
The Knot. (2025).
The Knot 2025 Real Weddings
Study
.
https://www.theknot.com/content/wedding-
data-insights/real-weddings-study (accessed May 27,
2025).
11.
Lidgren, J., & Major, M. (2021).
Social media
influencers’ impact on consumers’ sustainable fashion
consumption: A qualitative study on post-millennial
consumers
(pp. 1
–
43).
12.
Shamim, K., & Islam, T. (2022). Digital influencer
marketing: How message credibility and media
credibility affect trust and impulsive buying.
Journal of
Global Scholars of Marketing Science, 32
(4), 601
–
626.
https://doi.org/10.1080/21639159.2022.2052342.
13.
Singh, B., & Kaunert, C. (2024). Future of digital
marketing: Hyper-personalized customer dynamic
experience with AI-based predictive models. In
Revolutionizing the AI-Digital Landscape
,189
–
203.
14.
Widyatmoko, W. (2022). Development of
marketing strategy through social media impact on
consumer behavior in the digital era.
Proceeding of The
International Conference on Economics and Business,
1
(1), 112
–
120. https://doi.org/10.55606/iceb.v1i1.196.
Yıldız, S., & Sever, N. S. (2022). Investigating the effects
of narrative advertising in a real-life setting.
International Journal of Market Research, 64
(4), 541
–
559. https://doi.org/10.1177/14707853211033734.
