Browsing 7th-2022 by Subject "Advertising, Consumer Purchase Intention, Emotional Appeals, Moral Appeals, Rational Appeals, Sri Lankan Mobile Telecommunication Sector"

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Impact of Advertising Appeals on Consumer Purchase Intention in Mobile Telecommunication Sector: with Special Reference to Youth Segment in Sri Lanka

Gunawardana, N. D. D.; Bandara, B. S. S. U. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

This study aimed to determine the relationship between advertising appeals and consumer purchase intention in the mobile telecommunications sector, with a particular focus on the youth segment in Sri Lanka. The mobile ...

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