| Attributes | Values |
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| rdf:type
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| Description
| - Modern marketers use creative messages in their commercials with using various advertising appeals. Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them. Even though marketers believe those appeals influence the purchasing decisions of consumers, the scenario cannot be generalized to each context and industry. With the high competition among motor insurance companies in Sri Lanka, key players of the industry attempt to penetrate their market by heavy advertising campaigns. However there is no sufficient empirical evidence to determine to what extent this effort become effective. Researchers viewed this issue investigating the impact of advertizing appeals like rational, emotional, and moral, to determine the brand switching behavior of customers in motor insurance industry in Sri Lanka. The research carried out at a field survey among 150 randomly selected vehicle owners, who have switched their motor insurance policies during last year. Descriptive and inferential statistical methods were used to analyze the data and to test the hypothesis. Reliability test was carried out and Cronbach’s Alpha values of every question items were found that a good interring reliability exist with the data. Pearson correlation and multiple regressions were employed for the model building and to validate the research findings. The finding revealed that all advertising appeals have significant correlation with brand switching behavior of customers. Further it is noted that rational appeals have a significant effect on brand switching than other appeals. Multiple regressions coefficient (R) of the three independent variables and the brand switching of customers was 0.658 and the R2 was 0.435. High correlation among the advertising appeals implied that customers consider all the appeals of advertising message to make rational justification to switch the brand.
- Modern marketers use creative messages in their commercials with using various advertising appeals. Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them. Even though marketers believe those appeals influence the purchasing decisions of consumers, the scenario cannot be generalized to each context and industry. With the high competition among motor insurance companies in Sri Lanka, key players of the industry attempt to penetrate their market by heavy advertising campaigns. However there is no sufficient empirical evidence to determine to what extent this effort become effective. Researchers viewed this issue investigating the impact of advertizing appeals like rational, emotional, and moral, to determine the brand switching behavior of customers in motor insurance industry in Sri Lanka. The research carried out at a field survey among 150 randomly selected vehicle owners, who have switched their motor insurance policies during last year. Descriptive and inferential statistical methods were used to analyze the data and to test the hypothesis. Reliability test was carried out and Cronbach’s Alpha values of every question items were found that a good interring reliability exist with the data. Pearson correlation and multiple regressions were employed for the model building and to validate the research findings. The finding revealed that all advertising appeals have significant correlation with brand switching behavior of customers. Further it is noted that rational appeals have a significant effect on brand switching than other appeals. Multiple regressions coefficient (R) of the three independent variables and the brand switching of customers was 0.658 and the R2 was 0.435. High correlation among the advertising appeals implied that customers consider all the appeals of advertising message to make rational justification to switch the brand. (en)
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| Title
| - The Impact of Advertising Appeals on Brand Switching Behavior in Motor Insurance Industry in Sri Lanka.
- The Impact of Advertising Appeals on Brand Switching Behavior in Motor Insurance Industry in Sri Lanka. (en)
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| skos:prefLabel
| - The Impact of Advertising Appeals on Brand Switching Behavior in Motor Insurance Industry in Sri Lanka.
- The Impact of Advertising Appeals on Brand Switching Behavior in Motor Insurance Industry in Sri Lanka. (en)
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| skos:notation
| - RIV/70883521:28120/12:43868786!RIV13-MSM-28120___
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| http://linked.open...avai/predkladatel
| |
| http://linked.open...avai/riv/aktivita
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| http://linked.open...avai/riv/aktivity
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| http://linked.open...vai/riv/dodaniDat
| |
| http://linked.open...aciTvurceVysledku
| - Wanninayake, Mudiyanselage
|
| http://linked.open.../riv/druhVysledku
| |
| http://linked.open...iv/duvernostUdaju
| |
| http://linked.open...titaPredkladatele
| |
| http://linked.open...dnocenehoVysledku
| |
| http://linked.open...ai/riv/idVysledku
| - RIV/70883521:28120/12:43868786
|
| http://linked.open...riv/jazykVysledku
| |
| http://linked.open.../riv/klicovaSlova
| - Advertising, Rational appeal, Emotional Appeals, Moral appeals, Brand Switching Behaviour (en)
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| http://linked.open.../riv/klicoveSlovo
| |
| http://linked.open...ontrolniKodProRIV
| |
| http://linked.open...v/mistoKonaniAkce
| |
| http://linked.open...i/riv/mistoVydani
| |
| http://linked.open...i/riv/nazevZdroje
| - Sborník příspěvků 8. ročníku Mezinárodní Baťovy konference pro doktorandy a mladé vědecké pracovníky DOKBAT 2012
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| http://linked.open...in/vavai/riv/obor
| |
| http://linked.open...ichTvurcuVysledku
| |
| http://linked.open...cetTvurcuVysledku
| |
| http://linked.open...UplatneniVysledku
| |
| http://linked.open...iv/tvurceVysledku
| - Wanninayake, Mudiyanselage
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| http://linked.open...vavai/riv/typAkce
| |
| http://linked.open.../riv/zahajeniAkce
| |
| number of pages
| |
| http://purl.org/ne...btex#hasPublisher
| - Univerzita Tomáše Bati ve Zlíně
|
| https://schema.org/isbn
| |
| http://localhost/t...ganizacniJednotka
| |
| is http://linked.open...avai/riv/vysledek
of | |
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