IKHSAN, N. I.; KENCANA, D. A. EMOTIONAL BRANDING AS A MARKETING STRATEGY: ANALYZING ITS EFFECT ON SMARTPHONE PURCHASE DECISIONS AMONG GEN Z. International Conference of Business and Social Sciences, [S. l.], v. 5, n. 1, p. 940–950, 2025. DOI: 10.24034/icobuss.v5i1.736. Disponível em: https://ojsicobuss.stiesia.ac.id/index.php/icobuss1st/article/view/736. Acesso em: 13 sept. 2026.