Emotional appeals in advertising banking services

• Other Authors: Mogaji, Emmanuel (Editor)
• Format: Electronic eBook
• Language: English
• Published: Bingley, U.K. : Emerald Publishing Limited, 2018.
• Series: Emerald points.
• Subjects: Advertising > Banks and banking.; elektronické knihy; electronic books
• ISBN: 9781787562998; 9781787563018
• DOI: 10.1108/9781787562998
• Physical Description: 1 online resource (vii, 112 pages).

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 appe...