Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 (2018) Emotional Appeals in Advertising Banking Services. Emerald. ISBN 978-1787563025

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Abstract

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 book will prove invaluable to students, researchers and managers alike.

Item Type:	Book
Uncontrolled Keywords:	Emotional appeal, UK, Bank services, financial services, advertisements
Subjects:	H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism
Last Modified:	06 Dec 2018 15:05
URI:	http://gala.gre.ac.uk/id/eprint/19682

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