Advertising Appeals and Purchase Intentions: An Empirical Study

ADHYAYAN: A JOURNAL OF MANAGEMENT SCIENCES

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Field Value
 
Title Advertising Appeals and Purchase Intentions: An Empirical Study
 
Creator Kumar, Alok; Doctoral Research Scholar, Department of Management Studies, Indian School of Mines, Dhanbad & Associate Professor, Dean (R&D), School of Management Sciences, Varanasi
Pathak, Pramod; Professor, Department of Management Studies, Indian School of Mines, Dhanbad
 
Subject Occupational stress, public bank, stress level, organization culture, decision making, stress index.
 
Description The world of advertising appeals is fascinating. Although not much research has been done in our country on the subject, yet this finds place in almost all advertising endeavours in our country. One important aspect is to know whether such ad appeals do influence the purchase intention of a consumer. The paper covers a primary study, involving such an aspect where few statistical tools have been used to come to a certain conclusion
 
Publisher School of Management Sciences
 
Date 2016-05-16
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://myresearchjournals.com/index.php/ADHYAYAN/article/view/4019
10.21567/adhyayan.v3i2.10189
 
Source Adhyayan: A Journal of Management Sciences; Vol 3, No 2 (2013)
2455-8656
2249-1066
 
Language eng
 
Relation http://myresearchjournals.com/index.php/ADHYAYAN/article/view/4019/3756
 

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