Ayush Rajput and Jignesh Vidani (2025) “A Study On Emotional Branding vs. Rational Branding and Their Impact on Customer Loyalty”, Journal of Advanced Research in Economics and Business Management, 8(2), pp. 1-11. Available at: https://adrjournalshouse.com/index.php/Journal-Economics-BusinessMgt/article/view/2459 (Accessed: 2May2026).