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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
Cite this article
Zikienė, K., & Kazarjan, A. (2021). The Model of Emotional Appeals Application for the Advertising of Personal Goods. Management of Organizations: Systematic Research, 86(1), 105–123. https://doi.org/10.2478/mosr-2021-0016
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