Emotional appeals in UK Business-to-Business financial services advertisements

2.50
Hdl Handle:
http://hdl.handle.net/10547/622216
Title:
Emotional appeals in UK Business-to-Business financial services advertisements
Authors:
Mogaji, Emmanuel ( 0000-0003-0544-4842 ) ; Czarnecka, Barbara; Danbury, Annie Hagen
Abstract:
Abstract Purpose: The purpose of this paper is twofold: to analyse the use of emotional appeals in B2B bank advertisements; and to understand business owners’ perceptions of such appeals. Design/methodology/approach: In Study 1, 834 print advertisements collected from British newspapers were content analysed. In Study 2, semi-structured interviews with 17 business owners operating a business current account with a British bank were carried out. Findings: Emotional appeals are embedded in B2B financial services advertisements, business owners acknowledge the presence of emotional appeals however the perceived congruency between emotional appeal and financial services could not be established as participants reported a largely utilitarian, need- and benefit-driven decision-making process. Research limitations/implications: Accurately measuring emotions aroused through advertisements is considered a limitation. In addition, the sample of participants considered for this research project was small and medium-sized business owners. Practical implications: Emotional appeals should be used in conjunction with detailed rational information about financial products, as emotional appeals only arouse interest. Relationship is considered crucial in capitalising on the emotionally-appealing advertisements. Customers must feel appreciated and loyalty should be rewarded. Originality/value: The paper responds to numerous calls for more research into the role of emotional influences on the relationships in B2B context and on the behaviour of business customers.
Citation:
Mogaji E, Czarnecka B, Danbury A (2018) 'Emotional appeals in UK Business-to-Business financial services advertisements', International Journal of Bank Marketing, 36.
Publisher:
Emerald Insight
Journal:
International Journal of Bank Marketing
Issue Date:
20-Sep-2017
URI:
http://hdl.handle.net/10547/622216
DOI:
10.1108/IJBM-09-2016-0127
Type:
Article
Language:
en
ISSN:
0265-2323
Appears in Collections:
Marketing

Full metadata record

DC FieldValue Language
dc.contributor.authorMogaji, Emmanuelen
dc.contributor.authorCzarnecka, Barbaraen
dc.contributor.authorDanbury, Annie Hagenen
dc.date.accessioned2017-09-22T10:20:29Z-
dc.date.available2017-09-22T10:20:29Z-
dc.date.issued2017-09-20-
dc.identifier.citationMogaji E, Czarnecka B, Danbury A (2018) 'Emotional appeals in UK Business-to-Business financial services advertisements', International Journal of Bank Marketing, 36.en
dc.identifier.issn0265-2323-
dc.identifier.doi10.1108/IJBM-09-2016-0127-
dc.identifier.urihttp://hdl.handle.net/10547/622216-
dc.description.abstractAbstract Purpose: The purpose of this paper is twofold: to analyse the use of emotional appeals in B2B bank advertisements; and to understand business owners’ perceptions of such appeals. Design/methodology/approach: In Study 1, 834 print advertisements collected from British newspapers were content analysed. In Study 2, semi-structured interviews with 17 business owners operating a business current account with a British bank were carried out. Findings: Emotional appeals are embedded in B2B financial services advertisements, business owners acknowledge the presence of emotional appeals however the perceived congruency between emotional appeal and financial services could not be established as participants reported a largely utilitarian, need- and benefit-driven decision-making process. Research limitations/implications: Accurately measuring emotions aroused through advertisements is considered a limitation. In addition, the sample of participants considered for this research project was small and medium-sized business owners. Practical implications: Emotional appeals should be used in conjunction with detailed rational information about financial products, as emotional appeals only arouse interest. Relationship is considered crucial in capitalising on the emotionally-appealing advertisements. Customers must feel appreciated and loyalty should be rewarded. Originality/value: The paper responds to numerous calls for more research into the role of emotional influences on the relationships in B2B context and on the behaviour of business customers.en
dc.language.isoenen
dc.publisherEmerald Insighten
dc.rightsGreen - can archive pre-print and post-print or publisher's version/PDF-
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectN561 Advertisingen
dc.subjectemotional appealsen
dc.subjectadvertisingen
dc.subjectfinancial servicesen
dc.titleEmotional appeals in UK Business-to-Business financial services advertisementsen
dc.typeArticleen
dc.identifier.journalInternational Journal of Bank Marketingen
dc.date.updated2017-09-22T10:02:07Z-
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