Publicação
Unlocking the power of emotions and reason in tech advertising
| Resumo: | This dissertation explores the impact of emotional and rational/functional advertising on consumer behavior in the technology industry. Aiming to understand how these advertising strategies influence attitudes toward advertisements, brand loyalty, and purchase intentions, the research also examines the mediating role of brand trust in these relationships. Using a quantitative approach, the analysis was conducted via a survey of 514 participants. The data was processed using partial least squares structural equation modeling (PLS-SEM) and paired t-tests to examine the relationships between advertising types, consumer attitudes, purchase intention, and brand loyalty across three major brands: Vodafone, Tesla, and Samsung. The results reveal that while rational/functional advertising has a greater impact on overall attitudes toward advertising, emotional advertising plays a crucial role in creating positive attitudes, especially in the early stages of the consumer journey. The study highlights the mediating effect of brand trust, which amplifies the impact of emotional and rational advertising, confirming that trust is essential for converting these attitudes into loyalty and purchase intention. These insights provide valuable guidance for marketing professionals in the technology industry, emphasizing the need for a balanced approach that utilizes emotional and rational appeals to build strong connections with consumers. This research contributes to the existing literature by offering a detailed understanding of the interplay between emotional and rational/functional advertising in a dynamic and innovative sector. |
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| Autores principais: | Soares, Catarina Filipe Jordão Capristano |
| Assunto: | Emotional advertising Rational/functional advertising Tech industry Comportamento do consumidor -- Consumer behavior Brand trust Publicidade emocional Publicidade racional/funcional Indústria da tecnologia Confiança na marca |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | This dissertation explores the impact of emotional and rational/functional advertising on consumer behavior in the technology industry. Aiming to understand how these advertising strategies influence attitudes toward advertisements, brand loyalty, and purchase intentions, the research also examines the mediating role of brand trust in these relationships. Using a quantitative approach, the analysis was conducted via a survey of 514 participants. The data was processed using partial least squares structural equation modeling (PLS-SEM) and paired t-tests to examine the relationships between advertising types, consumer attitudes, purchase intention, and brand loyalty across three major brands: Vodafone, Tesla, and Samsung. The results reveal that while rational/functional advertising has a greater impact on overall attitudes toward advertising, emotional advertising plays a crucial role in creating positive attitudes, especially in the early stages of the consumer journey. The study highlights the mediating effect of brand trust, which amplifies the impact of emotional and rational advertising, confirming that trust is essential for converting these attitudes into loyalty and purchase intention. These insights provide valuable guidance for marketing professionals in the technology industry, emphasizing the need for a balanced approach that utilizes emotional and rational appeals to build strong connections with consumers. This research contributes to the existing literature by offering a detailed understanding of the interplay between emotional and rational/functional advertising in a dynamic and innovative sector. |
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