Volume 11 - Volume 11
The Impact of Emotional Advertising on Consumer Buying Behavior for Apparel Products in Gujranwala
Abstract
The purpose of the study was to determine the impact of emotional advertising on customer
purchasing behaviour. High-end items, particularly garment companies, are the focus of research. It
also intends to investigate the most effective advertising appeal for influencing customer purchase
decisions. The question mark-based survey was done with a sample size of 150 respondents, and their
reactions to various attractions such as love, joy, and excitement were recorded. Hypothetical models
have been validated through the use of hypothetical analysis and structural equation modelling
(SEM). The findings demonstrate that pleasant emotions such as love, laughter, and happiness have a
beneficial influence on customer purchasing intentions. This study supports the favourable
relationship between emotional advertising and consumer purchasing behaviour when it comes to
clothing companies.
Paper Details
PaperID: 2642
Author's Name: Aysha Anwer, Muhmmad Farooq, Dr. Shahid Minhas and Hamza Rehman Butt
Volume: Volume 11
Issues: Volume 11
Keywords: Consumer Buying Behavior, Advertising, Emotional Advertising, Apparel Products.
Year: 2021
Month: November
Pages: 5873-5888