Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Kiran, Prabha; Banerjee, Jayanta; Vasudevan, M.; Kishore, S.V. Krishna Title A name given to the resource Influence of advertisements controversial element and emotional appeal on customer intention to buy Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived International Journal of Business and Globalisation;Volume;39;Issue;2026-04-03 00:00:00;pp.415-441 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1504/IJBG.2025.144861" target="_blank" rel="noreferrer noopener">https://doi.org/10.1504/IJBG.2025.144861</a> <br /><br /><a href="https://www.scopus.com/pages/publications/86000738360?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/86000738360?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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 Description An account of the resource 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. Subject The topic of the resource controversial element; customer intention to buy; emotional appeal Publisher An entity responsible for making the resource available Inderscience Publishers Relation A related resource ISSN: 17533627; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online