http://dx.doi.org/10.31703/gssr.2020(V-I).18
10.31703/gssr.2020(V-I).18
Published : Mar 1
Advertising Appeals and Consumers Buying Intention: The Role of Emotional and Rational Appeals
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
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Advertising Appeals (AA), Emotional advertising appeals (EAA), Rational Advertising Appeals (RAA) Consumer’s Buying Intention (CBI).
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(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
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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
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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
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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.
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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
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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.
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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
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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