Essays about: "advertising appeals"

Showing result 1 - 5 of 13 essays containing the words advertising appeals.

1. 1. Sustainablility message appeals and deception in cleaning products : A study on trust of Emotional vs Rational sustainability appeals

   University essay from

   Author : Alice Sbrogio; Kristian Shamon; [2023]
   Keywords : sustainability; advertisement; laundry detergents; deception; trust; purchase intention; rational appeal; emotional appeal;

   Abstract : In an increasingly environmentally conscious world, the creation of sustainable communication and marketing becomes crucial. Generally, young consumers are environmentally conscious and seek sustainable products while remaining wary of greenwashing and deceptive claims. READ MORE

3. 2. Influencing consumer behavioural intentions: Reducing household water consumption

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Daria Granina; [2022]
   Keywords : Emotional and Rational Communication; Advertising Appeals; Intention to Behave Sustainably; Message Tailoring; Persuasive Sustainability Communication; Strategic Communication; Elaboration Likelihood Model; ELM; Theory of Planned Behaviour; TPB; Social Sciences;

   Abstract : Although the topic of sustainability communication has been extensively studied since the 1970s, there remain gaps and contradictions, e.g. the effectiveness of communication strategies for influencing individual pro-environmental behaviour change. READ MORE

4. 3. The Impact of Sustainable Advertising and its Relationship to Consumer Brand Loyalty : An Empirical Study of Young Adults and their Brand Switching Behaviour on High- and Low Involvement Products

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Alice Jernberg; Sandra Eklund; Andreea-Jessica Roman; [2020]
   Keywords : Sustainable Advertisements; Green Advertisements; Consumer Behaviour; Purchase Decisions; Brand Loyalty;

   Abstract : Even though the majority of companies have realised the benefits of implementing sustainability practices into their business strategies today, the problem is that the marketing of these activities still has a negative impact on the environment. Therefore, the purpose of this research is to examine if the impact of sustainable advertisements can influence the purchase decisions of young adults who show loyalty to another brand. READ MORE

5. 4. Feeling like Spending? : An explanatory study on the different effects of emotional appeals on purchase intention

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Christoffer Birgestam; Jakob Koel; Camilla Öman; [2019]
   Keywords : Emotional Appeals; Purchase Intention; Anger; Disgust; Surprise; Sadness; Happiness; Fear; Basic Emotions; Message Strategy; Advertising Appeals; Marketing Strategy; Advertising Strategy.;

   Abstract : Background: The fundamental aim of utilizing a message strategy is to develop advertising content that captures consumer attention and thereby generates favourable consumer behaviour. Two common approaches in advertising are (i) emotional appeals and (ii) rational appeals. READ MORE

6. 5. The effect of Systembolaget’s communication on Swedish students consuming behaviour

   University essay from Högskolan i Jönköping/Internationella Handelshögskolan

   Author : Shehata Shady; Alexandre Crussaire; [2018]
   Keywords : Consuming behaviour; Theory of Reasoned Action; Health Belief Model; Systembolaget; Drinking behaviour; Sweden; Students;

   Abstract : Background: Systembolaget is one of the distinctive features of Sweden. It is the only store allowed to sell alcohol above 3.5% of alcohol by volume. The aim of this government-owned company is to educate Swedish customers to engage into responsible drinking patterns. READ MORE