Kamran , Q. and Siddiqui, D. A. (2019). The Impact of Emotional Advertising on Consumer Buying Behavior for Home Appliance Products in Pakistan . Business and Management Horizons, 7(1), 23-48
26 PagesPosted: 24 May 2019Last revised: 30 May 2019
See all articles by Qaswa Kamran
Qaswa Kamran
Karachi University Business School, Students
Danish Ahmed Siddiqui
University of Karachi - Karachi University Business School
Date Written: 2019
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: emotional advertising, advertising appeal, consumer behavior, home appliance brands, purchase intention, high involvement products
Suggested Citation:Suggested Citation
Kamran, Qaswa and Siddiqui, Danish Ahmed, The Impact of Emotional Advertising on Consumer Buying Behavior for Home Appliance Products in Pakistan (2019). Kamran , Q. and Siddiqui, D. A. (2019). The Impact of Emotional Advertising on Consumer Buying Behavior for Home Appliance Products in Pakistan . Business and Management Horizons, 7(1), 23-48, Available at SSRN: https://ssrn.com/abstract=3381548
Qaswa Kamran
Karachi University Business School, Students ( email )
Karachi
Pakistan
Danish Ahmed Siddiqui (Contact Author)
University of Karachi - Karachi University Business School ( email )
University Road
Karachi, Sindh 75270
Pakistan
3333485884 (Phone)