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Emotional appeals in UK Business-to-Business financial services advertisements

Research Output: Contribution to journal Article Peer-review

Open access

Abstract

Purpose The purpose of this paper is twofold: to analyse the use of emotional appeals in business-to-business (B2B) bank advertisements and to understand business owners’ perceptions of such appeals. Design/methodology/approach In Study 1,834 print advertisements collected from British newspapers were content analysed. In Study 2, semi-structured interviews with 17 business owners operating a business current account with a British bank were carried out. Findings Emotional appeals are embedded in B2B financial services advertisements, and business owners acknowledge the presence of emotional appeals; however, the perceived congruency between emotional appeal and financial services could not be established as participants reported a largely utilitarian, need- and benefit-driven decision-making process. Research limitations/implications Accurately measuring emotions aroused through advertisements is considered a limitation. In addition, the sample of participants considered for this research project was small and medium-sized business owners. Practical implications Emotional appeals should be used in conjunction with detailed rational information about financial products, as emotional appeals only arouse interest. Relationship is considered crucial in capitalising on the emotionally appealing advertisements. Customers must feel appreciated and loyalty should be rewarded.

Publication Information

Output type

Research Output: Contribution to journal Article Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 208-227

Journal (Volume, Issue Number)

International Journal of Bank Marketing (Volume 36, Issue 1)

Publication milestones

  • Published - 20/09/2017

Publication status

Published - 20/09/2017

ISSN

0265-2323

External Publication IDs

  • handle.net: 10547/622216
  • Scopus: 85041320045

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