ItemArticle

Influence of advertisements controversial element and emotional appeal on customer intention to buy

Title
Influence of advertisements controversial element and emotional appeal on customer intention to buy
Creator
Kiran, Prabha; Banerjee, Jayanta; Vasudevan, M.; Kishore, S.V. Krishna
Description
This paper studies the influence of an advertisements controversial element and emotional appeal on the customer intention to buy. The research paper is both exploratory and conclusive. S-O-R model was used for the study. Convenience sampling was used to draw a sample of 264 respondents. The data were tested for reliability, correlation and regression. The advertisements controversial element and emotional appeal significantly influence the customers intention to buy. The controversial element and the emotional appeal are positively correlated with the customer intention to buy. The research was done within a limited time and resources. The future research paper can include more moderators in the research model. The research paper provides a better understanding of the emotional appeal and the controversial element of an advertisement on customer intention to buy. 2025 Inderscience Enterprises Ltd.
Source
International Journal of Business and Globalisation;Volume;39;Issue;2026-04-03 00:00:00;pp.415-441
Date
01-01-2025
Publisher
Inderscience Publishers
Subject
controversial element; customer intention to buy; emotional appeal
Coverage
Kiran P., Westminster International University in Tashkent, 12 Istikbol Street, Tashkent, 100047, Uzbekistan; Banerjee J., College of Business, City University Ajman, United Arab Emirates; Vasudevan M., Christ University, Hosur Road, Near Diary Circle, Karnataka, Bangalore, 560029, India; Kishore S.V.K., Christ University, Hosur Road, Near Diary Circle, Karnataka, Bangalore, 560029, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 17533627;
Format
online
Language
English
Type
Article

Citation

Kiran, Prabha; Banerjee, Jayanta; Vasudevan, M.; Kishore, S.V. Krishna, “Influence of advertisements controversial element and emotional appeal on customer intention to buy,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 20, 2026, https://archives.christuniversity.in/items/show/23290.

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