02475nam 2200481I 450 991082709740332120180515082405.01-78756-301-41-78756-299-9(CKB)4100000003268147(MiAaPQ)EBC5264500(UtOrBLW)9781787562998(EXLCZ)99410000000326814720180515d2018 uy 0engurun|||||||||txtrdacontentcrdamediacrrdacarrierEmotional appeals in advertising banking services /Emmanuel MogajiUnited Kingdom : Emerald Publishing : Emerald Publishing Limited, 2018 :Emerald Publishing Limited,2018.1 online resource (121 pages) illustrationsEmerald pointsIncludes index.1-78756-300-6 1-78756-302-2 Includes bibliographical references.Advertisements 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. Emerald points.AdvertisingBanks and bankingBusiness & EconomicsMarketingGeneralbisacshSales & marketingbicsscAdvertisingBanks and banking.Business & EconomicsMarketingGeneral.Sales & marketing.332.10688Mogaji EmmanuelUtOrBLWUtOrBLWBOOK9910827097403321Emotional appeals in advertising banking services3963387UNINA