Despite a growing interest in services marketing as a research topic, the communication of service quality is relatively unexplored. The goal of this study was to shed some light on the relative… Expand
- View 2 excerpts, references background
The Power of Feelings in Understanding Advertising Effects
This research investigates the role of feelings in understanding advertising effects. We conducted two studies to examine [1] whether feelings occur as a result of viewing television commercials, [2]… Expand
- View 1 excerpt, references background
Emotional Branding Pays Off
Journal of Advertising Research
ABSTRACT Emotional branding is defined here as the consumer's attachment of a strong, specific, usage-relevant emotion—such as Bonding, Companionship, or Love—to the brand. The present large-scale… Expand
This paper argues that thought is a necessary condition of emotion. It therefore opposes the •stance taken by Zajonc, which reflects two widespread misunderstandings about what is meant by cognitive… Expand
- View 1 excerpt, references background
This study was conducted to identify the impact of emotional advertising on consumer buying behavior. The research is limited to high involvement products specifically home appliance brands. It also aims to assess the most influential advertising appeal that impacts the buying decision of the consumers. A quantitative approach was used, and the questionnaire-based survey was conducted using a sample size of 200 respondents and their response to different appeals like love, humor, happiness and excitement were recorded. The hypothesized model has been tested using factor analysis and structural equation modeling [SEM]. The results show a positive impact of emotions like love, humor and happiness in influencing the purchase intention of the consumers. The paper confirms the positive relationship between emotional advertising and consumer buying behavior with respect to the home appliance brands.
DOI: //doi.org/10.5296/bmh.v7i1.14410
Refbacks
- There are currently no refbacks.
To make sure that you can receive messages from us, please add the 'macrothink.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.
The Impact of Emotional Advertising On Consumer Buying Behavior For Apparel Products in GujranwalaUploaded by
Sohaib Azeem
0 ratings0% found this document useful [0 votes]
10 views15 pagesDocument Information
click to expand document informationOriginal Title
The Impact of Emotional Advertising on Consumer Buying Behavior for Apparel Products in Gujranwala
Copyright
© © All Rights Reserved
Share this document
Share or Embed Document
Sharing Options
- Share on Facebook, opens a new window
Facebook
- Share on Twitter, opens a new window
Twitter
- Share on LinkedIn, opens a new window
LinkedIn
- Share with Email, opens mail client
Email
- Copy Link
Copy Link
Did you find this document useful?
0%0% found this document useful, Mark this document as useful
0%0% found this document not useful, Mark this document as not useful
Is this content inappropriate?
Report this DocumentSaveSave The Impact of Emotional Advertising on Consumer Bu... For Later
0 ratings0% found this document useful [0 votes]
The Impact of Emotional Advertising On Consumer Buying Behavior For Apparel Products in Gujranwala
Original Title:
The Impact of Emotional Advertising on Consumer Buying Behavior for Apparel Products in Gujranwala
Uploaded by
Sohaib AzeemFull description
SaveSave The Impact of Emotional Advertising on Consumer Bu... For Later
0%0% found this document useful, Mark this document as useful
0%0% found this document not useful, Mark this document as not useful
EmbedShare
Jump to Page
You are on page 1of 15Search inside document
You're Reading a Free Preview
Pages 6 to 13 are not shown in this preview.
Buy the Full Version
Reward Your Curiosity
Everything you want to read.
Anytime. Anywhere. Any device.
No Commitment. Cancel anytime.
Share this document
Share or Embed Document
Sharing Options
- Share on Facebook, opens a new window
- Share on Twitter, opens a new window
- Share on LinkedIn, opens a new window
- Share with Email, opens mail client
- Copy Link
Home Books Audiobooks DocumentsQuick navigation