Role of Emotional Appeals in International Advertising Campaigns in Cameroon
DOI:
https://doi.org/10.47672/ijms.1831Keywords:
Emotional Appeals, International Advertising, CampaignsAbstract
Purpose: The aim of the study was to assess the role of emotional appeals in international advertising campaigns in Cameroon.
Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
Findings: Research on the role of emotional appeals in international advertising campaigns in Cameroon indicates that emotions play a significant role in influencing consumer behavior and brand perception. Emotional appeals, such as humor, nostalgia, and empathy, have been found to effectively capture consumers' attention and evoke positive attitudes toward advertised products or services. However, cultural nuances and socio-economic factors must be considered when crafting emotional appeals for international advertising in Cameroon. While certain emotions may resonate universally, others may vary in effectiveness depending on cultural values and preferences. Therefore, successful international advertising campaigns in Cameroon require a careful balance of emotional appeals that align with local cultural norms and resonate with the target audience's emotions, ultimately leading to increased brand engagement and purchase intent.
Implications to Theory, Practice and Policy: Cultural dimensions’ theory, elaboration likelihood model and cross-cultural consumer behavior framework may be use to anchor future studies on assessing the role of emotional appeals in international advertising campaigns in Cameroon. Marketers should prioritize crafting emotionally resonant narratives that are tailored to specific cultural nuances while maintaining a cohesive brand message. Policymakers should advocate for policies that promote cultural sensitivity and inclusivity in international advertising practices.
Downloads
References
Akinfaderin-Agarau, F., & Oluwaseyi, O. (2019). Economic instability and consumer behavior in Nigeria: Implications for branding strategies. Journal of African Business, 20(3), 373-393. https://doi.org/10.1080/15228916.2019.1570740
Chang, C. H., & Thorson, E. (2021). Fear appeals in advertising: A contemporary review. International Journal of Advertising, 40(3), 449-472. https://doi.org/10.1080/02650487.2020.1858295
Ezeuduji, I. O., & Lin, C.-H. (2020). Branding in sub-Saharan African countries: Influence of consumer socio-demographics and psychographics. Journal of Consumer Behavior, 19(2), 150-170. https://doi.org/10.1002/cb.1827
Hernández-Ortega, B., Rivas-Llamas, F., & Gómez-Bustamante, V. J. (2020). Cultural heritage branding in Mexico: Implications for consumer behavior and marketing strategies. Journal of Cultural Heritage Management and Sustainable Development, 10(3), 346-363. https://doi.org/10.1108/JCHMSD-03-2020-0032
Hofstede, G. (2018). Culture's consequences: Comparing values, behaviors, institutions and organizations across nations. Sage Publications.
Johnson, M., Smith, A., & Davis, R. (2019). Understanding the relationship between brand attitudes, purchase intentions, and brand loyalty: A study in the US market. Journal of Brand Management, 26(5), 564-578. https://doi.org/10.1057/s41262-019-00167-9
Kapoor, N., & Lamba, A. S. (2018). Socially responsible branding in India: Impact on brand loyalty and consumer behavior. Asia Pacific Journal of Marketing and Logistics, 30(4), 889-907. https://doi.org/10.1108/APJML-10-2017-0243
Kimani, E., & Njoroge, J. (2020). The impact of digital technology on brand loyalty in Kenya. African Journal of Science, Technology, Innovation and Development, 12(1), 55-67. https://doi.org/10.1080/20421338.2019.1629767
Lee, S. Y., & Lim, J. S. (2018). Beyond rage: The dual effects of anger appeals in advertising. Journal of Advertising, 47(2), 151-163. https://doi.org/10.1080/00913367.2018.1438343
Li, W., Xie, Y., & Peng, L. (2020). Tears in advertising: Understanding the impact of sadness appeals on consumer responses. Journal of Advertising, 49(4), 388-401. https://doi.org/10.1080/00913367.2020.1842866
Li, Y., & Li, L. (2021). Digital brand engagement in China: Understanding consumer behavior in the digital age. Journal of Consumer Marketing, 38(5), 619-631. https://doi.org/10.1108/JCM-06-2019-3099
Mensah, I., Osei-Frimpong, K., & Okai, A. (2018). Cultural values, brand attitudes, and purchase intentions: A study in Ghana. Journal of Business Research, 89, 292-302. https://doi.org/10.1016/j.jbusres.2018.03.006
Petty, R. E., & Cacioppo, J. T. (2020). The elaboration likelihood model: Thirty years later. In M. P. Zanna & J. M. Olson (Eds.), Advances in experimental social psychology (Vol. 63, pp. 1-57). Academic Press.
Rocha, T., & Campanário, M. A. (2020). Cultural sensitivity and brand attitudes: Implications for branding strategies in Brazil. International Marketing Review, 37(2), 281-299. https://doi.org/10.1108/IMR-08-2018-0221
Shavitt, S., & Han, S. P. (2018). Understanding culture and consumer behavior. In Handbook of consumer psychology (pp. 743-778). Routledge.
Smith, J. K., & Fischer, E. (2019). The pursuit of happiness: Understanding the impact of positive emotional appeals on consumer responses. Journal of Consumer Psychology, 29(1), 145-157. https://doi.org/10.1002/jcpy.1134
Tanaka, S., & Suzuki, H. (2018). Building brand trust in Japanese markets. Journal of Marketing Research, 55(3), 320-335. https://doi.org/10.1509/jmr.15.0148
Vorobyev, D. V., & Titova, A. V. (2019). Brand trust and consumer behavior in Russia: A qualitative study. Journal of East-West Business, 25(2), 113-135. https://doi.org/10.1080/10669868.2019.1574291
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Joaddan K.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
