About: Impact of Advertising Appeals on Brand Loyalty: With special reference to the Commercial banking Industry in Sri Lanka.

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An Entity of Type : http://linked.opendata.cz/ontology/domain/vavai/Vysledek, within Data Space : linked.opendata.cz associated with source document(s)

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Description	Branding is a powerful tool and an intangible asset in marketing. It differentiates a product or a service from the competitors’ offerings in market place. The relationship between a consumer and a brand is a bond. Consumers offer their trust and loyalty expecting utility through consistent product performance. The competition among commercial banks in Sri Lanka is fierce. Various advertising appeals are made to encourage customers to switch their service provider. At the same time existing customers are frequently exposed to offers and counter offers from competing brands. Researchers viewed this issue investigating the impact of advertizing appeals like rational, emotional, moral, and celebrative endorsements to determine the brand loyalty of customers in commercial banks in Sri Lanka. The research carried out at a field survey among 200 respondents, who are loyal customers of five commercial banks, representing both public and private sectors. Respondents were located in Colombo and suburbs. Branding is a powerful tool and an intangible asset in marketing. It differentiates a product or a service from the competitors’ offerings in market place. The relationship between a consumer and a brand is a bond. Consumers offer their trust and loyalty expecting utility through consistent product performance. The competition among commercial banks in Sri Lanka is fierce. Various advertising appeals are made to encourage customers to switch their service provider. At the same time existing customers are frequently exposed to offers and counter offers from competing brands. Researchers viewed this issue investigating the impact of advertizing appeals like rational, emotional, moral, and celebrative endorsements to determine the brand loyalty of customers in commercial banks in Sri Lanka. The research carried out at a field survey among 200 respondents, who are loyal customers of five commercial banks, representing both public and private sectors. Respondents were located in Colombo and suburbs. (en)
Title	Impact of Advertising Appeals on Brand Loyalty: With special reference to the Commercial banking Industry in Sri Lanka. Impact of Advertising Appeals on Brand Loyalty: With special reference to the Commercial banking Industry in Sri Lanka. (en)
skos:prefLabel	Impact of Advertising Appeals on Brand Loyalty: With special reference to the Commercial banking Industry in Sri Lanka. Impact of Advertising Appeals on Brand Loyalty: With special reference to the Commercial banking Industry in Sri Lanka. (en)
skos:notation	RIV/70883521:28120/11:43866687!RIV12-MSM-28120___
http://linked.open...avai/predkladatel	Fakulta managementu a ekonomiky
http://linked.open...avai/riv/aktivita	S
http://linked.open...avai/riv/aktivity	S
http://linked.open...vai/riv/dodaniDat	2012
http://linked.open...aciTvurceVysledku	Chovancová, Miloslava Wanninayake, Mudiyanselage
http://linked.open.../riv/druhVysledku	D - Článek ve sborníku
http://linked.open...iv/duvernostUdaju	S - Úplné a pravdivé údaje nepodléhající ochraně podle zvláštních právních předpisů
http://linked.open...titaPredkladatele	Univerzita Tomáše Bati ve Zlíně / Fakulta managementu a ekonomiky
http://linked.open...dnocenehoVysledku	203621
http://linked.open...ai/riv/idVysledku	RIV/70883521:28120/11:43866687
http://linked.open...riv/jazykVysledku	eng - angličtina
http://linked.open.../riv/klicovaSlova	fast food, market structure, monopolistic, competitiveness (en)
http://linked.open.../riv/klicoveSlovo	competitiveness fast food market structure monopolistic
http://linked.open...ontrolniKodProRIV	[89F22D3367FA]
http://linked.open...v/mistoKonaniAkce	Kuala Lumpur, Malaysia
http://linked.open...i/riv/mistoVydani	Kuala Lumpur, Malaysia
http://linked.open...i/riv/nazevZdroje	Proceedings of the 16th International Business Information Management Association Conference
http://linked.open...in/vavai/riv/obor	AE
http://linked.open...ichTvurcuVysledku	2 (xsd:int)
http://linked.open...cetTvurcuVysledku	2 (xsd:int)
http://linked.open...UplatneniVysledku	2011
http://linked.open...iv/tvurceVysledku	Chovancová, Miloslava Wanninayake, Mudiyanselage
http://linked.open...vavai/riv/typAkce	WRD - Světová
http://linked.open.../riv/zahajeniAkce	2011-06-29 (xsd:date)
number of pages	11 (xsd:int)
http://purl.org/ne...btex#hasPublisher	Khalid s. Soliman, Ibima
https://schema.org/isbn	978-0-9821489-5-2
http://localhost/t...ganizacniJednotka	28120
is http://linked.open...avai/riv/vysledek of	Impact of Advertising Appeals on Brand Loyalty: With special reference to the Commercial banking Industry in Sri Lanka. Impact of Advertising Appeals on Brand Loyalty: With special reference to the Commercial banking Industry in Sri Lanka.

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