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ADVERTISING APPEALS AND CONSUMERS BUYING INTENTION THE ROLE OF EMOTIONAL AND RATIONAL APPEALS

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18 Pages : 172-179

http://dx.doi.org/10.31703/gssr.2020(V-I).18      10.31703/gssr.2020(V-I).18      Published : Mar 2020

Advertising Appeals and Consumers Buying Intention: The Role of Emotional and Rational Appeals

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

    (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.
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Cite this article

APA

    APA : Hussain, A., Parvaiz, G. S., & Rehman, S. U. (2020). Advertising Appeals and Consumers Buying Intention: The Role of Emotional and Rational Appeals. Global Social Sciences Review, V(I), 172-179. https://doi.org/10.31703/gssr.2020(V-I).18

CHICAGO

    CHICAGO : Hussain, Arif, Gohar Saleem Parvaiz, and Shams Ur Rehman. 2020. "Advertising Appeals and Consumers Buying Intention: The Role of Emotional and Rational Appeals." Global Social Sciences Review, V (I): 172-179 doi: 10.31703/gssr.2020(V-I).18

HARVARD

    HARVARD : HUSSAIN, A., PARVAIZ, G. S. & REHMAN, S. U. 2020. Advertising Appeals and Consumers Buying Intention: The Role of Emotional and Rational Appeals. Global Social Sciences Review, V, 172-179.

MHRA

    MHRA : Hussain, Arif, Gohar Saleem Parvaiz, and Shams Ur Rehman. 2020. "Advertising Appeals and Consumers Buying Intention: The Role of Emotional and Rational Appeals." Global Social Sciences Review, V: 172-179

MLA

    MLA : Hussain, Arif, Gohar Saleem Parvaiz, and Shams Ur Rehman. "Advertising Appeals and Consumers Buying Intention: The Role of Emotional and Rational Appeals." Global Social Sciences Review, V.I (2020): 172-179 Print.

OXFORD

    OXFORD : Hussain, Arif, Parvaiz, Gohar Saleem, and Rehman, Shams Ur (2020), "Advertising Appeals and Consumers Buying Intention: The Role of Emotional and Rational Appeals", Global Social Sciences Review, V (I), 172-179

TURABIAN

    TURABIAN : Hussain, Arif, Gohar Saleem Parvaiz, and Shams Ur Rehman. "Advertising Appeals and Consumers Buying Intention: The Role of Emotional and Rational Appeals." Global Social Sciences Review V, no. I (2020): 172-179. https://doi.org/10.31703/gssr.2020(V-I).18