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Keywords: Advertising appeals
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2022) 40 (3): 358–371.
Published: 16 March 2022
...Bilwa Deshpande; Debasis Pradhan; Bharadhwaj Sivakumaran; Teidorlang Lyngdoh Purpose The purpose of this paper is to examine the varying impact of advertising appeals on customers’ impulse buying (IB) for vice and virtue products. Design/methodology/approach This research used two experiments...
Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2015) 33 (4): 612–632.
Published: 01 June 2015
... the way for numerous future research opportunities. Dr Mitchell Ross can be contacted at: m.ross@griffith.edu.au © Emerald Group Publishing Limited 2015 In contrast, emotional advertising appeals rely on experiences and feelings to make consumers feel good about the product (Holbrook...
