The Effect of Advertising appeal and Repetition on Customers Purchase Intention in the Case of Anchor Milk in Addis Ababa
No Thumbnail Available
Date
2018-11-20
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
The purpose of this study was to examine the effect of advertising appeal and repetition on
customers purchase intention of Anchor milk. The researcher focused on television advertising.
Population was users of Anchor milk and who watched Anchor milk advertisement in the area
of Addis Ababa. The study adopted an explanatory (Causal) research design. To select sample
population both convenience and purposive sampling method were employed. The data were
collected through structured questionnaire which resulted in 176 valid responses. Data analysis
was done using descriptive analysis, correlation, regression and one-way ANOVA using SPSS
version 20.Results indicated that emotional appeals and rational appeal have positive and
significant effect on purchase intention. Emotional appeal has more significant effect on
purchase intention than rational appeal. Contrary, repetition has negative and significant effect
on purchase intention. The result shows select suitable advertising appeal and fixing optimal
number of exposure need critical decision. This suggests that companies should give great
consideration to advertising appeal and advertising repetition.
Description
Keywords
advertising, emotional appeal, rational appeal