Impact of Persuasive Advertising Appeals on the Consumer Adoption of Competing Products: a Conceptual Framework and Research Propositions

Srivastava Ekta ()
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Srivastava Ekta: Indian Institute of Management Kozhikode

No 455, Working papers from Indian Institute of Management Kozhikode

Abstract: This research uses sustainable competitive advantage theory to develop a conceptual framework for the choice of persuasive advertising appeals. By integrating previous findings from advertising and consumer behavior literature, it develops testable research propositions. This research, if empirically proven, would uphold that the rational (vs. emotional) appeal of advertising has a positive influence on the adoption of competing brands in low-involvement situations. Additionally, it identifies two major antecedents to the choice of persuasive advertising appeals: product-level brand equity and advertising goal congruency. The research framework, if empirically validated, would guide firms in choosing a right advertising appeal for their products, leading to firm performance.Length: 3 pages

Date: 2021-03
New Economics Papers: this item is included in nep-com and nep-mkt
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