LEADER 02475nam 2200481I 450 001 9910827097403321 005 20180515082405.0 010 $a1-78756-301-4 010 $a1-78756-299-9 035 $a(CKB)4100000003268147 035 $a(MiAaPQ)EBC5264500 035 $a(UtOrBLW)9781787562998 035 $a(EXLCZ)994100000003268147 100 $a20180515d2018 uy 0 101 0 $aeng 135 $aurun||||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 00$aEmotional appeals in advertising banking services /$fEmmanuel Mogaji 210 1$aUnited Kingdom : Emerald Publishing : Emerald Publishing Limited, 2018 :$cEmerald Publishing Limited,$d2018. 215 $a1 online resource (121 pages) $cillustrations 225 1 $aEmerald points 300 $aIncludes index. 311 $a1-78756-300-6 311 $a1-78756-302-2 320 $aIncludes bibliographical references. 330 $aAdvertisements are considered as stimuli which consumers will respond to. Banks can develop emotionally appealing advertisements, but they are not guaranteed a positive emotional reaction. The unprecedented turbulence and uncertainty experienced in the banking industry has increased the need to appear more appealing to consumers. Taking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores how UK banks are pulling at consumers heart strings with appeals that are often filtered through personal ideologies, life experiences and previous exposure to brands. It investigates consumers perception of this strategy, as well as the wider implications of using emotional appeals in financial services advertising.Based on empirical data and research, this books will prove invaluable to students, researchers and managers alike. 410 0$aEmerald points. 606 $aAdvertising$xBanks and banking 606 $aBusiness & Economics$xMarketing$xGeneral$2bisacsh 606 $aSales & marketing$2bicssc 615 0$aAdvertising$xBanks and banking. 615 7$aBusiness & Economics$xMarketing$xGeneral. 615 7$aSales & marketing. 676 $a332.10688 702 $aMogaji$b Emmanuel 801 0$bUtOrBLW 801 1$bUtOrBLW 906 $aBOOK 912 $a9910827097403321 996 $aEmotional appeals in advertising banking services$93963387 997 $aUNINA