← All articles
Research Article
The Model of Emotional Appeals Application for the Advertising of Personal Goods
Dr. Kristina Zikienė — Vytautas Magnus University, Faculty of Economics and Management
Aistė Kazarjan — Vytautas Magnus University, Faculty of Economics and Management
Abstract
The article presents a model for the application of emotional appeals in advertising personal goods. The research develops a framework for understanding how emotional appeals can be effectively used in marketing communications.
Keywords
emotional appealsadvertisingpersonal goodsmarketing communicationsconsumer psychology
