000			02271nam a2200421Ii 4500
001			9781787562998
003			UtOrBLW
005			20210303084933.0
006			m o d
007			cr un|||||||||
008			180515s2018 enk ob 001 0 eng d
020			_a9781787562998 (e-book)
040			_aUtOrBLW _beng _erda _cUtOrBLW
050		4	_aHF6161.B2 _bE46 2018
072		7	_aKJS _2bicssc
072		7	_aBUS043000 _2bisacsh
080			_a659.1
082	0	4	_a659 _223
245	0	0	_aEmotional appeals in advertising banking services / _cEmmanuel Mogaji.
264		1	_bEmerald Publishing Limited,
300			_a1 online resource (vii, 112 pages).
490	1		_aEmerald points
500			_aIncludes index.
504			_aIncludes bibliographical references.
520			_aAdvertisements are considered as stimuli which consumers will respond to. Banks can develop emotionally appealing advertisements, but they are not guaranteed a positive emotional reaction. The unprecedented turbulence and uncertainty experienced in the banking industry has increased the need to appear more appealing to consumers. Taking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores how UK banks are pulling at consumers heart strings with appeals that are often filtered through personal ideologies, life experiences and previous exposure to brands. It investigates consumers perception of this strategy, as well as the wider implications of using emotional appeals in financial services advertising.Based on empirical data and research, this books will prove invaluable to students, researchers and managers alike.
588	0		_aPrint version record
650		0	_aAdvertising _xBanks and banking.
650		7	_aBusiness & Economics _xMarketing _xGeneral. _2bisacsh
650		7	_aSales & marketing. _2bicssc
700	1		_aMogaji, Emmanuel, _eeditor.
776			_z9781787563025
830		0	_aEmerald points.
856	4	0	_uhttps://www.emerald.com/insight/publication/doi/10.1108/9781787562998
999			_c30138 _d30138