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Product Review: The Relationship Between Emotional Appeal Advertisement & Brand Trust

Introduction

This product review focuses on the research study titled “The Relationship Between Emotional Appeal Advertisement & Brand Trust: With Special Reference to Private Sector Commercial Banks in Sri Lanka”. It examines how emotional appeal in advertisements influences brand trust, specifically within the private sector commercial banks in Sri Lanka.

Findings and Analysis

The study conducted by researchers in Sri Lanka provides valuable insights into the impact of emotional appeal on brand trust in the banking sector. The research sample included customers of various private sector commercial banks in Sri Lanka, and data was collected through surveys and interviews.

The findings suggest a strong positive relationship between emotional appeal in advertisements and brand trust among customers. Emotional appeal, when effectively employed in bank advertisements, can significantly enhance brand trust and customer loyalty. The study also identifies different types of emotional appeals that are commonly used in banking advertisements, such as humor, fear, and happiness.

Implications for Banks

For private sector commercial banks in Sri Lanka, this research has important implications for their marketing strategies. By recognizing the power of emotional appeal in advertisements, banks can enhance brand trust, which ultimately leads to customer satisfaction and loyalty. The study suggests that incorporating emotional elements into advertising campaigns can create a stronger bond between banks and customers, resulting in a competitive advantage.

Conclusion

In conclusion, this research provides valuable insights into the relationship between emotional appeal advertisement and brand trust in private sector commercial banks in Sri Lanka. Emotional appeal plays a crucial role in building brand trust and fostering customer loyalty. Private sector banks should leverage emotional appeal in their advertising strategies to establish a stronger connection with customers.

Advertising has become one of the most important commercial activities in the modern competitive environment. To meet the varying demands of their target consumers, advertisers commonly use rational appeal and emotional appeal in their advertising in an attempt to influence consumer behavior. Therefore, many researchers have tried to understand the association between emotional appeals and brand trust in different socio economic contexts. According to one argument, financial services organizations like banks are mainly consider rational appeals are more effective for developing their brands. However, it was noted that most of the commercial banks in Sri Lanka were highly adopted to emotional appeals than the rational appeals in their advertisements during recent years. Therefore, present study attempts to examine how does emotional appeals of advertising influence on developing the brand trust among customers towards private sector commercial banks in Sri Lanka. According to literature, advertisers mainly adopted to social appeal, personal appeal, humor appeals and, fear appeal as main emotional appeals in their advertisements.

Publisher ‏ : ‎ LAP LAMBERT Academic Publishing (17 Jan. 2020)
Language ‏ : ‎ English
Paperback ‏ : ‎ 120 pages
ISBN-10 ‏ : ‎ 6200474842
ISBN-13 ‏ : ‎ 978-6200474841
Dimensions ‏ : ‎ 15 x 0.71 x 22 cm

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