Abstract
Advertising appeals play an important role in the effectiveness of advertising to attract or grasp
consumer buying intention. This study is based on the differential effect of advertising appeals on
consumers buying intentions. The results of the study show that advertising appeals have strong impact on
consumers buying intention. All the hypothesis of the study was positive and significant. The results of this study
are helpful in decision making for the corporate sector to develop and effectively use the ideas of advertising
appeals for the promotion of a particular brand
Authors
1-Arif Hussain Assistant Professor,Institute of Business Studies and Leadership, Abdul Wali Khan University, Mardan, KP, Pakistan.2-Gohar Saleem Parvaiz Assistant Professor,Department Management Science, Institute of Management Sciences, Peshawar, KP, Pakistan.3-Shams Ur Rehman Assistant Professor, Business Administration,Northern University Nowshera, KP, Pakistan.
Keywords
Advertising Appeals (AA), Emotional advertising appeals (EAA), Rational Advertising Appeals (RAA) Consumer’s Buying Intention (CBI).
DOI Number
10.31703/gssr.2020(V-I).18
Page Nos
172-179
Volume & Issue
V - I
