Browsing Commerce and Management by Subject "Advertising Appeals"

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Effect of Advertising Appeals on Impulsive Buying Behavior (With Special Reference to Anchor Newdale in Modern Trade Context)

Ekanayake, I.; Wanninayake, W.M.C.B. (Department of Marketing Management, University of Kelaniya, 2016)

In the present business environment, marketers are using different kinds of advertising appeals to achieve the organizational communication goals. Companies spend millions of money on developing and broadcasting TV ...
The Impact of Advertising Appeals on Purchase Intention: With Special Reference to TV Advertising Appeals of Mobile Internet Packages

Perera, W.A.C.T.; Wanninayake, W.M.C.B. (Department of Marketing Management, University of Kelaniya, 2017)

There are many academics argue that advertising appeals have direct impact on customer purchasing intension. However previous researchers found that the argument is valid only for some contexts. Therefore main purpose of ...

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