Books > Business & Economics > Industry & industrial studies > Service industries > Financial services industry
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Emotional Appeals in Advertising Banking Services (Paperback)
Loot Price: R1,645
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Emotional Appeals in Advertising Banking Services (Paperback)
Series: Emerald Points
Expected to ship within 12 - 17 working days
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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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