TBU Publications
Repository of TBU Publications

Impact of advertising appeals on brand loyalty: Special reference to the commercial banking industry in Sri Lanka

DSpace Repository

Show simple item record

dc.title Impact of advertising appeals on brand loyalty: Special reference to the commercial banking industry in Sri Lanka en
dc.contributor.author Wanninayake, W.M.C. Bandara
dc.contributor.author Chovancová, Miloslava
dc.relation.ispartof Innovation and Knowledge Management: A Global Competitive Advantage, Vols 1-4
dc.identifier.isbn 978-0-9821489-5-2
dc.date.issued 2011
dc.citation.spage 1221
dc.citation.epage 1232
dc.event.title 16th International-Business-Information-Management-Association Conference
dc.event.location Kuala Lumpur
utb.event.state-en Malaysia
utb.event.state-cs Malajsie
dc.event.sdate 2011-06-29
dc.event.edate 2011-06-30
dc.type conferenceObject
dc.language.iso en
dc.publisher International Business Information Management Association (IBIMA) en
dc.subject Advertising en
dc.subject Rational Appeals en
dc.subject Emotional Appeals en
dc.subject Moral Appeals en
dc.subject Brand Loyalty en
dc.description.abstract Branding is a powerful tool and an intangible asset in marketing. It differentiates a product or a service from the competitors' offerings in market place. The relationship between a consumer and a brand is a bond. Consumers offer their trust and loyalty expecting utility through consistent product performance. The competition among commercial banks in Sri Lanka is fierce. Various advertising appeals are made to encourage customers to switch their service provider. At the. same time existing customers are frequently exposed to offers and counter offers from competing brands. Researchers viewed this issue investigating the impact of advertizing appeals like rational, emotional, moral, and celebrative endorsements to determine the brand loyalty of customers in commercial banks in Sri Lanka. The research carried out at a field survey among 200 respondents, who are loyal customers of five commercial banks, representing both public and private sectors. Respondents were located in Colombo and suburbs. Descriptive and inferential statistical methods were used to analyze the data and to test the hypothesis. Pearson correlation and multiple regressions were employed for the model building and to validate the research findings. Researchers found that stimulating rational appeals has a significant effect on brand loyalty than other appeals. Mean value of rational appeals was 3.92 and it belonged to a highly significant category. Central tendency measurements of other three advertising appeals were in low impact score category. Multiple regressions coefficient (R) of the four independent variables and the customer loyalty towards commercial banks was 0.708 and the R-2 was 0.501. Correlation coefficient between Brand loyalty and rational appeals was 0.684. High correlation among the advertising appeals implied that customers consider all the appeals of advertising message to make rational justification about their loyal brands. Researchers have recommended some branding strategies to develop the advertising message to make a strategic sense for sustainable growth of commercial banks. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1003320
utb.identifier.rivid RIV/70883521:28120/11:43866687!RIV12-MSM-28120___
utb.identifier.obdid 43866843
utb.identifier.scopus 2-s2.0-84905115281
utb.identifier.wok 000317549601003
utb.source d-wok
dc.date.accessioned 2013-07-27T14:55:01Z
dc.date.available 2013-07-27T14:55:01Z
utb.contributor.internalauthor Wanninayake, W.M.C. Bandara
utb.contributor.internalauthor Chovancová, Miloslava
Find Full text

Files in this item

Show simple item record