New Search

Export article
Open Access

The Impact of Emotional Advertising on Consumer Buying Behavior for Home Appliance Products in Pakistan

Qaswa Kamran, Danish Ahmed Siddiqui
Business and Management Horizons , Volume 7; doi:10.5296/bmh.v7i1.14410

Abstract: This study was conducted to identify the impact of emotional advertising on consumer buying behavior. The research is limited to high involvement products specifically home appliance brands. It also aims to assess the most influential advertising appeal that impacts the buying decision of the consumers. A quantitative approach was used, and the questionnaire-based survey was conducted using a sample size of 200 respondents and their response to different appeals like love, humor, happiness and excitement were recorded. The hypothesized model has been tested using factor analysis and structural equation modeling (SEM). The results show a positive impact of emotions like love, humor and happiness in influencing the purchase intention of the consumers. The paper confirms the positive relationship between emotional advertising and consumer buying behavior with respect to the home appliance brands.
Keywords: Modeling / Emotional Advertising / Buying Behavior / Home Appliance / consumer buying / Impact of Emotional

Scifeed alert for new publications

Never miss any articles matching your research from any publisher
  • Get alerts for new papers matching your research
  • Find out the new papers from selected authors
  • Updated daily for 49'000+ journals and 6000+ publishers
  • Define your Scifeed now

Share this article

Click here to see the statistics on "Business and Management Horizons" .
Cited by 1 articles
    Back to Top Top