| dc.description.abstract | Nowadays, advertising is not only simply a tool to increase sales for any products,
but also an effective way for marketers in all over the world use to communicate to their target customers by delivering their products’ messages. It explains why advertising appeal is one of very important part in any successful advertising campaign. Moreover, emotion is a main factor that holds an important position in advertising. It is believed that consumers do not always calculate value added products, they always behave by their emotion and get attracted with the products which make them feel. Therefore marketers realized that it is necessary to understand key emotions that make the audience connect with the products when selling the product (MAJUMDAR, 2012).
This study was conducted to identify the impacts of emotional advertising on
purchase decision through consumers’ perception and brand awareness. For this study,
the concept of brand awareness was considered as brand recall and brand recognition. Consumers’ perception included customers’ product perception and perceived quality of product. Quantitative approach was the major method used, with statistical techniques applied, including factor analysis, multiple regression, and path analyses. The unit of analysis was at the business level with the target population of consumers who used the product like OMO washing powder, Neptune oil, Kotex tampon, Gau Do noodle. This study found that in order to achieve purchase decision, these Companies should; a)pay intention on symbols of emotional advertising clips, b)concentrate on images of emotional adverting, c) mention in self-identificationelements to connect relationship with consumers closely. In addition, the results of this study showed empirical evidence that the purchase decision was directly affected by factors of brand recall, brand recognition and perceived quality of product. On the other hand, the factors of kind of
media, meaning and form, cultural symbols indirectly affected the purchase decision. | en_US |
