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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

  • DOI - Digital Object Identifier

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

  • Czech description

Classification

  • Type

    D - Article in proceedings

  • CEP classification

    AE - Management, administration and clerical work

  • OECD FORD branch

Result continuities

  • Project

  • 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

  • e-ISSN

  • 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