Open AccessThe Impact of Emotional Advertising on Consumer Buying Behavior for Home Appliance Products in Pakistan
Author(s) -
Qaswa Kamran,
Danish Ahmed Siddiqui
Publication year - 2019
Publication title -
business and management horizons
Language(s) - English
Resource type - Journals
ISSN - 2326-0297
DOI - 10.5296/bmh.v7i1.14410
Subject(s) - happiness , advertising , structural equation modeling , appeal to emotion , psychology , sample (material) , appeal , consumer behaviour , marketing , business , social psychology , political science , mathematics , chemistry , chromatography , law , statistics
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.