Evaluation and Prioritization of Emotional Branding Components in the Apparel Industry Using the Fuzzy ANP Method

This study aims to evaluate and prioritize the components of emotional branding in Iran’s apparel industry using the multi-criteria decision-making approach of the Fuzzy Analytic Network Process (Fuzzy ANP). Emotional branding, by creating a deep emotional connection between the brand and the consumer, plays a crucial role in brand differentiation in competitive markets. Given the subjective nature of this domain and the inherent ambiguity in human judgments, combining ANP with fuzzy logic enables modeling of interdependencies and managing uncertainty. Data were collected through semi-structured questionnaires and fuzzy pairwise comparisons from ۱۰ experts in apparel branding and marketing. The analysis revealed that the component “brand identity and emotional belonging” holds the highest priority, followed by “nostalgia and memorability,” “distinct visual appeal,” “user experience (UX) design,” “social responsibility and environmental sustainability,” and “digital personalization.” In contrast, negative aspects such as “anxiety and social concerns” received the lowest weight. The findings are consistent with both domestic and international studies; however, the novelty of this research lies in applying Fuzzy ANP within the Iranian cultural context. These results can serve as a strategic decision-making basis for apparel brand managers to focus on impactful emotional components and achieve sustainable competitive advantage

کلیدواژه ها:

Branding ، Emotional Branding ، Apparel Industry