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Article
Publication date: 8 January 2020

Barbara Czarnecka and Emmanuel Mogaji

The purpose of this paper is to examine the use of emotional appeals in advertisements for loans and explored consumers’ perceptions of advertisements featuring such appeals in…

2114

Abstract

Purpose

The purpose of this paper is to examine the use of emotional appeals in advertisements for loans and explored consumers’ perceptions of advertisements featuring such appeals in order to explore how emotional meanings are transferred to consumers via advertising.

Design/methodology/approach

Study 1 employed content analysis to examine the use of emotional appeals in loan advertisements. Over 2,900 editions of eight British newspapers were monitored for advertisements for loans containing emotional appeals. Study 2 employed 33 semi-structured interviews to explore consumers’ perceptions of emotional appeals in loan advertisements.

Findings

Loans were positioned as services providing relief, security and excitement. The use of negative emotional appeals such as guilt, fear and sorrow was sporadic. Loans that carried the most risk were advertised with positive emotional appeals the most frequently. Five dimensions of perceptions of emotional loan advertisements were conceptualised from the reported data in Study 2.

Originality/value

This is the first study in the UK to examine the use of emotional appeals in loan advertising and to explore consumers’ perceptions of loan advertisements featuring emotional appeals. The study identified five dimensions of perceptions of emotional appeals.

Details

International Journal of Bank Marketing, vol. 38 no. 3
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 5 February 2018

Emmanuel Mogaji, Barbara Czarnecka and Annie Danbury

The purpose of this paper is twofold: to analyse the use of emotional appeals in business-to-business (B2B) bank advertisements and to understand business owners’ perceptions of…

1649

Abstract

Purpose

The purpose of this paper is twofold: to analyse the use of emotional appeals in business-to-business (B2B) bank advertisements and to understand business owners’ perceptions of such appeals.

Design/methodology/approach

In Study 1,834 print advertisements collected from British newspapers were content analysed. In Study 2, semi-structured interviews with 17 business owners operating a business current account with a British bank were carried out.

Findings

Emotional appeals are embedded in B2B financial services advertisements, and business owners acknowledge the presence of emotional appeals; however, the perceived congruency between emotional appeal and financial services could not be established as participants reported a largely utilitarian, need- and benefit-driven decision-making process.

Research limitations/implications

Accurately measuring emotions aroused through advertisements is considered a limitation. In addition, the sample of participants considered for this research project was small and medium-sized business owners.

Practical implications

Emotional appeals should be used in conjunction with detailed rational information about financial products, as emotional appeals only arouse interest. Relationship is considered crucial in capitalising on the emotionally appealing advertisements. Customers must feel appreciated and loyalty should be rewarded.

Originality/value

The paper responds to numerous calls for more research into the role of emotional influences on the relationships in a B2B context and on the behaviour of business customers.

Details

International Journal of Bank Marketing, vol. 36 no. 1
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 8 March 2022

Bruno Schivinski, Nicolas Pontes, Barbara Czarnecka, Wen Mao, Jennifer De Vita and Vasileios Stavropoulos

This study aims to examine in which circumstances consumer’s self-congruity moderates the indirect influence of consumer-based brand equity (mediating role) in the relationship…

6587

Abstract

Purpose

This study aims to examine in which circumstances consumer’s self-congruity moderates the indirect influence of consumer-based brand equity (mediating role) in the relationship between firm-created and user-generated social media content and intention to purchase fashion products.

Design/methodology/approach

In this study, the authors carried out an online survey with social media users of fashion brands and collected data from 622 participants across two samples to investigate whether consumers’ perceptions of equity of fashion brands mediate the relationship between social media brand-related communication created by both firms and users and the intention to buy the fashion brands. The indirect relationship is further moderated by self-congruity.

Findings

The results indicate that brand equity mediates the relationship between social media communication and purchase intentions of fashion products, and self-congruity moderates the relationship between social media communication types and purchase intentions, such that higher/lower levels of self-congruity strengthen/weaken the impact of social media communication on purchase intentions.

Originality/value

This study contributes to the business and marketing literature by exploring how social media communication, branding and fashion align with the individual’s self-concept and buying behaviour.

Details

Journal of Product & Brand Management, vol. 31 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Available. Content available
Article
Publication date: 26 October 2012

345

Abstract

Details

International Marketing Review, vol. 29 no. 6
Type: Research Article
ISSN: 0265-1335

Available. Content available
62

Abstract

Details

International Marketing Review, vol. 30 no. 4
Type: Research Article
ISSN: 0265-1335

Available. Content available
Article
Publication date: 13 April 2015

Catherine Demangeot, Amanda J. Broderick and C. Samuel Craig

874

Abstract

Details

International Marketing Review, vol. 32 no. 2
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 14 January 2020

Moustafa Salman Haj Youssef, Hiba Maher Hussein and Hoda Awada

The purpose of this paper is to examine cross-cultural differences in managerial discretion and the extent to which variations and interaction of cultural practices and values…

602

Abstract

Purpose

The purpose of this paper is to examine cross-cultural differences in managerial discretion and the extent to which variations and interaction of cultural practices and values affect the degree of freedom in decision making that is accorded to executives. This paper offers a holistic approach to investigating culture in addition to acknowledging its paradoxical nature.

Design/methodology/approach

Using a panel of prominent management consultants to rate discretion across 18 countries, the authors further develop the national-level construct of managerial discretion by empirically investigating the influence of cultural practices and values on CEOs’ discretion.

Findings

The study reveals that cultural values moderate the relationship between cultural practices and managerial discretion for three cultural dimensions: individualism, uncertainty tolerance and power distance (PD). By adopting the logic of marginal utility, the authors also show that the more a society values individualism, uncertainty tolerance and PD, the weaker the effect of their practices on managerial discretion.

Originality/value

Few research has attempted to assess both cultural values and practices in relation to managerial discretion. By showing the mechanism in which culture affects the level of managerial discretion, the authors offer new theoretical insights and practical implications, overall contributing to the field of cross-cultural and strategic management. Finally, this will offer CEO’s a new perspective of leveraging culture as a tool, enhancing their decision-making capabilities in the aim of improving organizational performance.

Details

Cross Cultural & Strategic Management, vol. 27 no. 1
Type: Research Article
ISSN: 2059-5794

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Article
Publication date: 25 July 2022

Emma Shaozhen Florence, David Fleischman, Rory Mulcahy and Monte Wynder

The purpose of this research is to provide a systematic review of the literature relating to message framing and its effectiveness in persuading consumers to adopt environmentally…

5774

Abstract

Purpose

The purpose of this research is to provide a systematic review of the literature relating to message framing and its effectiveness in persuading consumers to adopt environmentally sustainable behaviour, which is a form of pro-social behaviour. Specifically, this paper focuses on three types of message framing: positive–negative, self–other and abstract–concrete.

Design/methodology/approach

This paper reports on a systematic review guided by the Preferred Reporting Items for Systematic Reviews and Meta-Analyses framework identifying 108 articles published relating to message framing and environmental sustainability between 2005 and 2020. Descriptive analysis of the data was undertaken in combination with a thematic approach.

Findings

The results demonstrate that single frames do not reliably increase sustainable consumer behaviour. Instead, the use of two message frames is more consistently effective. However, there is some disparity in relation to the combined effects of two message frames. The research also identifies that the use of three combined message frames is underexplored in the existing literature.

Research limitations/implications

Social marketing and consumer psychology researchers have explored many types of message framing. This study focuses on three common types. Also, the review is limited to valence framing. The authors recognise that visual aspects of message frames also determine the effectiveness of messaging. Another limitation is that only empirical studies published between 2005 and 2020 were reviewed.

Originality/value

Past review papers related to the impact of messaging on sustainable consumer behaviour either focus on one type of message framing, such as the positive–negative frame, or did not categorise message framing into different types. The current review focuses on three types of message framing that have been examined separately and in combination in the literature. Based on the findings, this study proposes a synthesised theoretical framework for future research.

Details

Journal of Social Marketing, vol. 12 no. 4
Type: Research Article
ISSN: 2042-6763

Keywords

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