The Impact of Advertising Appeals on Brand Switching Behavior in Motor Insurance Industry in Sri Lanka.
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F12%3A43868786" target="_blank" >RIV/70883521:28120/12:43868786 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
The Impact of Advertising Appeals on Brand Switching Behavior in Motor Insurance Industry in Sri Lanka.
Original language description
Modern marketers use creative messages in their commercials with using various advertising appeals. Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them. Even though marketers believe those appeals influence the purchasing decisions of consumers, the scenario cannot be generalized to each context and industry. With the high competition among motor insurance companies in Sri Lanka, key players of the industry attempt topenetrate their market by heavy advertising campaigns. However there is no sufficient empirical evidence to determine to what extent this effort become effective. Researchers viewed this issue investigating the impact of advertizing appeals like rational, emotional, and moral, to determine the brand switching behavior of customers in motor insurance industry in Sri Lanka. The research carried out at a field survey among 150 randomly selected vehicle owners, who have switched their motor
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2012
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Sborník příspěvků 8. ročníku Mezinárodní Baťovy konference pro doktorandy a mladé vědecké pracovníky DOKBAT 2012
ISBN
978-80-7454-138-4
ISSN
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e-ISSN
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Number of pages
9
Pages from-to
1-9
Publisher name
Univerzita Tomáše Bati ve Zlíně
Place of publication
Zlín
Event location
Zlín
Event date
Apr 19, 2012
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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