Impact of Advertising Appeals on Purchase Intention

Article English OPEN
Predrag Jovanović; Tamara Vlastelica; Slavica Cicvarić Kostić;
  • Publisher: University of Belgrade, Faculty of Organisational Sciences
  • Journal: Management (issn: 1820-0222, eissn: 2406-0658)
  • Related identifiers: doi: 10.7595/management.fon.2016.0025
  • Subject: HF5001-6182 | Business
    acm: ComputingMilieux_MISCELLANEOUS

Companies use various appeals in their advertising practice to impact consumers’ attitudes and purchase intention by an advertisement. Advertising appeals can be divided into rational or emotional, depending on whether companies want to influence the rational or the emo... View more
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