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The Impact of Advertising Appeals on Purchase Intention for Women’s Fashion Products in Malaysia

Author

Listed:
  • Nur Farihah Bt. Isamudin

    (Department of Business Administration, Kulliyyah of Economics and Management Sciences, International Islamic University Malaysia)

  • Muhammad Tahir Jan

    (Department of Business Administration, Kulliyyah of Economics and Management Sciences, International Islamic University Malaysia)

Abstract

This paper is mainly focused on analyzing the impact of four advertising appeals, namely love appeal, humor appeal, happiness appeal and excitement appeal on purchase intention for women fashion products in Malaysia. Primary data were collected from 303 respondents using selfadministered online questionnaire that was distributed among social media users in Malaysia. The collected data went through an extensive process of screening and sorting to prepare for the analyses. Several important tests were conducted using analytical tools, namely IBM Statistical Package for the Social Sciences (SPSS) and its added module, AMOS to reach the fi ndings. Among them are a descriptive analysis, reliability tests, an exploratory and confi rmatory factor analysis, and hypothesis testing. In addition, two-stage structural equation modeling (SEM) was used to test for the fi tness of the proposed model. The fi ndings from the study revealed that two out of four advertising appeals, namely excitement appeal and love appeal, had signifi cant positive impacts on consumers’ purchase intention. Meanwhile, humor appeal and happiness appeal were found to have insignifi cant impacts. This research provides invaluable insights for marketers, especially those in women’s fashion industry in Malaysia, in creating eff ective advertising campaign to promote their fashion products to consumers in Malaysia. A unique attempt to investigate the individual impact of love appeal, humor appeal, happiness appeal, and excitement appeal on purchase intention is the strength of this research. Further, this study is also invaluable because of its main consideration, which was women’s fashion products.

Suggested Citation

  • Nur Farihah Bt. Isamudin & Muhammad Tahir Jan, 2021. "The Impact of Advertising Appeals on Purchase Intention for Women’s Fashion Products in Malaysia," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(12), pages 19-36.
    • Handle: RePEc:sgm:jmcbem:v:1:i:12:y:2021:p:19-36
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    References listed on IDEAS

    as
    1. Poh K. Tee & Behrooz Gharleghi & Benjamin Chan & Behrang Samadi & Abbas A. Balahmar, 2015. "Purchase Intention of International Branded Clothes Fashion among Younger’s in Jakarta," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 5(8), pages 8-17, August.
    2. Lee, Jieun & Hong, Ilyoo B., 2016. "Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity," International Journal of Information Management, Elsevier, vol. 36(3), pages 360-373.
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    More about this item

    Keywords

    Advertising appeals; fashion products; purchase intention; Malaysia;
    All these keywords.

    JEL classification:

    • D1 - Microeconomics - - Household Behavior
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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