THE EFFECT OF EMOTIONAL ADVERTISEMENT APPEALS ON LUXURY BRAND PREFERENCE
LÜKS MARKA TERCİHİNDE DUYGUSAL REKLAM ÇEKİCİLİKLERİNİN ETKİSİ

Author : Evrim DERİNÖZLÜ -M. Nafiz DURU
Number of pages : 281-291

Abstract

The main purpose of our research is to examine the effect of emotional advertisement appeals on luxury brand preference. The sample of our research consists of associate degree, undergraduate, graduate and doctorate students. In our study, the data were collected by questionnaire technique and analyzed. According to the findings of our study, it was determined that students were affected by emotional advertisement appeals in their luxury brand preferences.

Keywords

Luxury Brands, Advertisement Appeals, Emotional Advertisement Appeals, Brand Preference, Luxury Brand Preference

Read: 954

Download: 312