skip to main content
Guest
My Research
My Account
Sign out
Sign in
This feature requires javascript
Library Search
Find Databases
Browse Search
E-Journals A-Z
E-Books A-Z
Citation Linker
Help
Language:
English
Vietnamese
This feature required javascript
This feature requires javascript
Primo Search
All Library Resources
All
Course Materials
Course Materials
Search For:
Clear Search Box
Search in:
All Library Resources
Or hit Enter to replace search target
Or select another collection:
Search in:
All Library Resources
Search in:
Print Resources
Search in:
Digital Resources
Search in:
Online E-Resources
Advanced Search
Browse Search
This feature requires javascript
Search Limited to:
Search Limited to:
Resource type
criteria input
anywhere in the record
in the title
as author/creator
in subject
Full Text
ISBN
ISSN
TOC
Keyword
Field
Show Results with:
in the title
Show Results with:
anywhere in the record
in the title
as author/creator
in subject
Full Text
ISBN
ISSN
TOC
Keyword
Field
Show Results with:
criteria input
that contain my query words
with my exact phrase
starts with
Show Results with:
Search type Index
criteria input
AND
OR
NOT
This feature requires javascript
The Impact of Advertising Appeals on Purchase Intention for Women’s Fashion Products in Malaysia
Journal of Marketing and Consumer Behaviour in Emerging Markets, 2021, Vol.12 (1), p.19-36
[Peer Reviewed Journal]
ISSN: 2449-6634
Full text available
Citations
Cited by
View Online
Details
Recommendations
Reviews
Times Cited
External Links
This feature requires javascript
Actions
Add to My Research
Remove from My Research
E-mail
Print
Permalink
Citation
EasyBib
EndNote
RefWorks
Delicious
Export RIS
Export BibTeX
This feature requires javascript
Title:
The Impact of Advertising Appeals on Purchase Intention for Women’s Fashion Products in Malaysia
Author:
Nur Farihah, Isamudin
;
Jan, Muhammad Tahir
Subjects:
Behaviorism
;
Business Economy / Management
;
Demography and human biology
;
Marketing / Advertising
;
Socio-Economic Research
Is Part Of:
Journal of Marketing and Consumer Behaviour in Emerging Markets, 2021, Vol.12 (1), p.19-36
Description:
This paper is mainly focused on analyzing the impact of four advertising appeals, namely love appeal, humor appeal, happiness appeal and excitement appeal on purchase intention for women fashion products in Malaysia. Primary data were collected from 303 respondents using selfadministered online questionnaire that was distributed among social media users in Malaysia. The collected data went through an extensive process of screening and sorting to prepare for the analyses. Several important tests were conducted using analytical tools, namely IBM Statistical Package for the Social Sciences (SPSS) and its added module, AMOS to reach the findings. Among them are a descriptive analysis, reliability tests, an exploratory and confirmatory factor analysis, and hypothesis testing. In addition, two-stage structural equation modeling (SEM) was used to test for the fitness of the proposed model. The findings from the study revealed that two out of four advertising appeals, namely excitement appeal and love appeal, had significant positive impacts on consumers’ purchase intention. Meanwhile, humor appeal and happiness appeal were found to have insignificant impacts. This research provides invaluable insights for marketers, especially those in women’s fashion industry in Malaysia, in creating effective advertising campaign to promote their fashion products to consumers in Malaysia. A unique attempt to investigate the individual impact of love appeal, humor appeal, happiness appeal, and excitement appeal on purchase intention is the strength of this research. Further, this study is also invaluable because of its main consideration, which was women’s fashion products.
Publisher:
Wydawnictwo Naukowe Wydziału Zarządzania Uniwersytetu Warszawskiego
Language:
English
Identifier:
ISSN: 2449-6634
Source:
CEEOL: Open Access
ROAD: Directory of Open Access Scholarly Resources
This feature requires javascript
This feature requires javascript
Back to results list
This feature requires javascript
This feature requires javascript
Searching Remote Databases, Please Wait
Searching for
in
scope:(TDTS),scope:(SFX),scope:(TDT),scope:(SEN),primo_central_multiple_fe
Show me what you have so far
This feature requires javascript
This feature requires javascript