A STUDY ON THE IMPACT OF ADVERTISING APPEALS ON CONSUMER BUYING DECISION

2021 ◽  
Vol 15 (3) ◽  
pp. 28
Author(s):  
ARORA POONAM ◽  
KANWAR ARCHIE ◽  
CHANDAN SHIKHA ◽  
ZALAWADIA URVIKA ◽  
◽  
...  
Keyword(s):  
Advertising Appeals ◽  
The Impact

Advertising appeals and Malaysian culture norms

2018 ◽  
Vol 28 (1) ◽  
pp. 61-82 ◽  
Author(s):  
Syed Hassan Raza ◽  
Hassan Abu Bakar ◽  
Bahtiar Mohamad
Keyword(s):  
Cultural Context ◽  
Strategic Communication ◽  
Cultural Dimensions ◽  
Content Validation ◽  
Measurement Instruments ◽  
Advertising Appeals ◽  
Expert Rating ◽  
Validation Procedure ◽  
Development And Validation ◽  
The Impact

Abstract The ongoing development of the strategic communication research in the area of the advertising calls for the development and validation of the measurement instruments that can address the indulgence of the advertising appeals in a specific cultural context. Therefore, the present study examines and validate advertising appeals by considering the norms based on the GLOBE nine cultural dimensions in Malaysian context. The analysis involved data from 10 advertising expert for content validation, followed by 10 advertising expert rating and ranking of the scale of its relevance and clarity to assess the item-level content validation. The results provided to support the impact of cultural norms are substantial for Malaysian advertising, which are identified from content validation procedure.

scholarly journals Online Star vs. Celebrity Endorsements: The Role of Self-Concept and Advertising Appeal in Influencing Purchase Intention

2021 ◽  
Vol 12 ◽  
Author(s):  
Pengfei Shi ◽  
Xiaojing Lu ◽  
Yi Zhou ◽  
Chaojing Sun ◽  
Liying Wang ◽  
...  
Keyword(s):  
Purchase Intention ◽  
Underlying Mechanism ◽  
Self Concept ◽  
Celebrity Endorsements ◽  
Advertising Appeals ◽  
Significant Difference ◽  
Advertising Appeal ◽  
Willingness To Purchase ◽  
The Impact

Despite the fact that companies increasingly value online star endorsements as Internet celebrity economy booms, scientific knowledge on the effect of online star endorsements on consumers’ purchase intention is limited. Based on the theories of self and construal level theory, this study investigates the impact of online star vs. celebrity endorsements on purchase intention and explores the underlying mechanism as well as boundary conditions. The results of four studies reveal the following: (1) Compared with no endorsement, both celebrity endorsements and online star endorsements lead to increases in consumers’ purchase intention, with no significant difference between the two. (2) Self-concept mediates these relationships; specifically, celebrity and online star endorsements activate the ideal and actual self respectively, and enhance consumers’ willingness to purchase. (3) The effect of endorsements on consumers’ purchase intention is moderated by advertising appeals. That is, celebrity endorsements enhance purchase intention when consumers are exposed to symbolic appeals in advertisements, and online star endorsements enhance purchase intention when it is matched with functional advertising appeals.

scholarly journals Cuteness or Coolness—How Does Different Anthropomorphic Brand Image Accelerate Consumers’ Willingness to Buy Green Products?

2021 ◽  
Vol 12 ◽  
Author(s):  
Yue Lu ◽  
Yunxiao Liu ◽  
Le Tao ◽  
Shenghong Ye
Keyword(s):  
Purchase Intention ◽  
Environmental Benefits ◽  
Green Products ◽  
The Sustainable Development ◽  
Green Consumption ◽  
Advertising Appeals ◽  
Mediating Role ◽  
Advertising Appeal ◽  
Underlying Mechanisms ◽  
The Impact

Green consumption is an important component of environmental protection behavior. The behaviors of individual consumers are having unprecedented impacts on the sustainable development of a green society. Previous research has discussed how anthropomorphic beneficiaries of environmental behavior (e.g., nature/earth) impact green consumption behavior and compared the influence of anthropomorphic presence and absence on consumers. However, few have examined the impact of different types of anthropomorphic carriers with environmental benefits (e.g., green product/brand) on consumers. This research explores the matching effects on the willingness of consumers to buy green products between the anthropomorphic image of the brand (cute vs. cool) and advertising appeals (self-interest vs. altruism); in addition, the underlying mechanisms of matching effects are revealed. The results show that, under the self-interested advertising appeal, the cool anthropomorphic image can lead to higher purchase intention of green products due to the mediating role played by the brand capacity trust. However, when exposed to altruistic advertising appeal, the cute anthropomorphic image can enhance brand goodwill trust of consumers and make consumers more willing to buy green products. Finally, this paper discusses the contributions and limitations.

scholarly journals The Influence of Advertising Appeals on Consumers’ Willingness to Participate in Sustainable Tourism Consumption

Complexity ◽  
2020 ◽  
Vol 2020 ◽  
pp. 1-10
Author(s):  
Hui Zhang ◽  
Yupeng Mou ◽  
Tao Wang ◽  
Jia Hu
Keyword(s):  
Sustainable Consumption ◽  
Academic Research ◽  
Tourism Industry ◽  
Psychological Ownership ◽  
Willingness To Participate ◽  
Collaborative Consumption ◽  
Advertising Appeals ◽  
Emotional Appeal ◽  
Psychological Mechanism ◽  
The Impact

Sustainable consumption has attracted much attention from the tourism industry. However, from the perspective of academic research, the psychological mechanism of collaborative consumption has not been thoroughly understood as the main form of sustainable consumption. This study explores the impact of advertising appeals on consumers’ willingness to participate in collaborative consumption. Through two psychological experiments, it is believed that, relative to the rational appeal, the emotional appeal will positively affect consumers’ participation willingness to collaborative consumption, and psychological ownership mediates this relationship. Furthermore, the form of information presentation moderates the influence of advertising appeals on psychological ownership.

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