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

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

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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

DOI Link

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

Page Nos

172-179

Volume & Issue

V - I

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Published: Mar 2020

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