Impact of Advertising Appeals on Brand Loyalty: With special reference to the Commercial banking Industry in Sri Lanka.

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F11%3A43866687" target="_blank" >RIV/70883521:28120/11:43866687 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Impact of Advertising Appeals on Brand Loyalty: With special reference to the Commercial banking Industry in Sri Lanka.
Original language description
Branding is a powerful tool and an intangible asset in marketing. It differentiates a product or a service from the competitors? offerings in market place. The relationship between a consumer and a brand is a bond. Consumers offer their trust and loyaltyexpecting utility through consistent product performance. The competition among commercial banks in Sri Lanka is fierce. Various advertising appeals are made to encourage customers to switch their service provider. At the same time existing customers are frequently exposed to offers and counter offers from competing brands. Researchers viewed this issue investigating the impact of advertizing appeals like rational, emotional, moral, and celebrative endorsements to determine the brand loyalty of customers in commercial banks in Sri Lanka. The research carried out at a field survey among 200 respondents, who are loyal customers of five commercial banks, representing both public and private sectors. Respondents were located in Colombo and
Czech name
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Czech description
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Publication year
2011
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the 16th International Business Information Management Association Conference
ISBN
978-0-9821489-5-2
ISSN
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e-ISSN
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Number of pages
11
Pages from-to
1221-1232
Publisher name
Khalid s. Soliman, Ibima
Place of publication
Kuala Lumpur, Malaysia
Event location
Kuala Lumpur, Malaysia
Event date
Jun 29, 2011
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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