Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/34324
Type of publication: Straipsnis kitose duomenų bazėse (S4);Article in other databases (S4)
Field of Science: Vadyba (S003);Management (S003)
Author(s): Grigaliūnaitė, Viktorija;Pilelienė, Lina
Title: Emotional or rational? The determination of the influence of advertising appeal on advertising effectiveness
Is part of: Scientific annals of economics and business. Iasi : Alexandru Ioan Cuza University of Iasi Publishing House, 2016, Vol. 63, iss. 3
Extent: p. 391-414
Date: 2016
Note: Senas žurn. pavadinimas: Scientific annals of the “Alexandru Ioan Cuza” university of Iasi. ISSN 0379-7864. Ankstenis rumuniškas žurnalo pavadinimas "Scientific annals of the “Alexandru Ioan Cuza” university of Iasi – Economic sciences series" (ISSN 0379-7864) yra Scopus DB žurnalų sąraše. This research was funded by a grant (No. MIP-098/2014) from the Research Council of Lithuania
Keywords: Reklamos kreipinys;Žvilgsnio sekimas;Reklamos efektyvumas;Struktūrinis lygčių modeliavimas;Advertising appeal;Eye-tracking;Advertising effectiveness;Structural equation modelling
Abstract: In prevailing competition-based market economy, organizations have to search factors influencing advertising effectiveness. This research aims at developing the model of the influence of advertising appeal on advertising effectiveness. While achieving the aim of the article, the analysis and synthesis of scientific literature is provided. Furthermore, traditional marketing research methods as well as neuromarketing research methods are applied in order to determine the influences of different advertising appeals on advertising effectiveness. As a research result, the model of the influence of advertising appeal on advertising effectiveness is elaborated. Accordingly, this research fills the gap in scientific literature by determining the influences of emotional and rational appeals on print / outdoor advertising effectiveness in the context of convenience product category. Moreover, by answering the research question, the contribution to the field emerges in integrating both marketing theory and neuroscience in order to analyze and evaluate consumer behavior
Internet: http://saeb.feaa.uaic.ro/index.php/saeb/article/view/46/31
http://saeb.feaa.uaic.ro/index.php/saeb/article/view/46/31
https://hdl.handle.net/20.500.12259/34324
Affiliation(s): Vytauto Didžiojo universitetas
Ekonomikos ir vadybos fakultetas
Marketingo katedra
Appears in Collections:1. Straipsniai / Articles
Universiteto mokslo publikacijos / University Research Publications

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