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.
Luxury Brands, Advertisement Appeals, Emotional Advertisement Appeals, Brand Preference, Luxury Brand Preference
|Author :||Evrim DERİNÖZLÜ - M. Nafiz DURU|
|Number of pages:||281-291|