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

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

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

Popis výsledku anglicky

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

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2011

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

11

Strana od-do

1221-1232

Název nakladatele

Khalid s. Soliman, Ibima

Místo vydání

Kuala Lumpur, Malaysia

Místo konání akce

Kuala Lumpur, Malaysia

Datum konání akce

29. 6. 2011

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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