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Impact of Emotional Advertising on Consumer Buying Behavior: A Study in the Context of Tea Brands in Pakistan

Author

Listed:
  • Syeda Marrium Ali

    (Visiting Lecturer, Federal Urdu University of Arts & Science Technology, Karachi, Pakistan)

  • Moeid Hamid Ansari

    (Manager Facilities, PPHI, Sindh, Karachi, Pakistan)

  • Yasir Javed

    (PhD Student, Department of Business Admininstration, Iqra University, Karachi, Pakistan)

  • Asadullah Lakho

    (Senior Lecturer, Department of Business Admininstration, Iqra University, Karachi, Pakistan)

Abstract

This research was organized to analyze the impact of emotional advertising on consumer buying behavior. The study is bounded to low involvement products specifically tea brands in Pakistan. It is also conducted to identify the most effective emotional appeal in advertisements that highly influence on consumers buying decision. A quantitative research method was utilized to assess the impact of emotions of love, happiness, excitement and humor on tea consumers, and a five-point Likert scale questionnaire-based survey was designed to obtain data from a sample size of 300 participants and their responses were gathered to analyzed the different emotional appeals like love appeal, humor appeal, happiness appeal and excitement appeal in advertisements. The hypothesized model has been investigated through SPSS software. The correlation and multiple regression model results demonstrates a positive significant impact of emotions like love, humor, excitement and happiness on buying attitude of tea consumers. The paper ensures the positive association between emotional advertising and consumer buying behavior with respect to the Tea brands in Pakistan.

Suggested Citation

  • Syeda Marrium Ali & Moeid Hamid Ansari & Yasir Javed & Asadullah Lakho, 2024. "Impact of Emotional Advertising on Consumer Buying Behavior: A Study in the Context of Tea Brands in Pakistan," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(3), pages 54-66.
    • Handle: RePEc:rfh:bbejor:v:13:y:2024:i:3:p:54-66
    DOI: https://doi.org/10.61506/01.00443
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    References listed on IDEAS

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    1. Septianto, Felix & Chiew, Tung Moi & Thai, Nguyen T., 2020. "The congruence effect between product emotional appeal and country-based emotion: The moderating role of country-of-origin," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
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