The Impact of Advertising Appeals on Brand Switching Behavior in Motor Insurance 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

The Impact of Advertising Appeals on Brand Switching Behavior in Motor Insurance Industry in Sri Lanka.

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

The Impact of Advertising Appeals on Brand Switching Behavior in Motor Insurance Industry in Sri Lanka.

Popis výsledku anglicky

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

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

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2012

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

9

Strana od-do

1-9

Název nakladatele

Univerzita Tomáše Bati ve Zlíně

Místo vydání

Zlín

Místo konání akce

Zlín

Datum konání akce

19. 4. 2012

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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