Emotional Appeals in Advertising Banking Services

Business & Finance, Finance & Investing, Banks & Banking, Marketing & Sales
Cover of the book Emotional Appeals in Advertising Banking Services by Emmanuel Mogaji, Emerald Publishing Limited
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Author: Emmanuel Mogaji ISBN: 9781787563018
Publisher: Emerald Publishing Limited Publication: May 1, 2018
Imprint: Emerald Publishing Limited Language: English
Author: Emmanuel Mogaji
ISBN: 9781787563018
Publisher: Emerald Publishing Limited
Publication: May 1, 2018
Imprint: Emerald Publishing Limited
Language: English

Advertisements are considered as stimuli which consumers will respond to. Banks can develop emotionally appealing advertisements, but they are not guaranteed a positive emotional reaction. The unprecedented turbulence and uncertainty experienced in the banking industry has increased the need to appear more appealing to consumers.

Taking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores how UK banks are pulling at consumers’ heart strings with appeals that are often filtered through personal ideologies, life experiences and previous exposure to brands. It investigates consumers’ perception of this strategy, as well as the wider implications of using emotional appeals in financial services advertising. 

Based on empirical data and research, this books will prove invaluable to students, researchers and managers alike.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Advertisements are considered as stimuli which consumers will respond to. Banks can develop emotionally appealing advertisements, but they are not guaranteed a positive emotional reaction. The unprecedented turbulence and uncertainty experienced in the banking industry has increased the need to appear more appealing to consumers.

Taking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores how UK banks are pulling at consumers’ heart strings with appeals that are often filtered through personal ideologies, life experiences and previous exposure to brands. It investigates consumers’ perception of this strategy, as well as the wider implications of using emotional appeals in financial services advertising. 

Based on empirical data and research, this books will prove invaluable to students, researchers and managers alike.

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