VGU RESEARCH REPOSITORY
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https://epub.vgu.edu.vn/handle/dlibvgu/1164
Title: | Animals in advertising: a quantitative research on the effects of using animals in advertisement in Vietnam | Authors: | Ngo Buu Nghi | Keywords: | Marketing strategies;Animals | Issue Date: | 2020 | Publisher: | Vietnamese-German University | Abstract: | Marketing is undeniable an important section in every country economy. Vietnam is not an exception. Developing a marketing strategy as well as diversifying the way to advertise has become a crucial mission to Vietnamese marketers. There are many ways to create effective content for advertisements. In this paper, using animals in advertising will be discussed. Animal appearances in advertising are a popular trend in marketing strategies (Sherril, 2014, p. 2) This study is established to help understand the function of animal images to Vietnamese consumers and how their behaviors are influenced. The purpose of this research is to contribute to finding out a new market segmentation where consumers are interested and affected by animal advertisements. The findings indicate animal images will affect the consumer reaction, behavior, and emotion. Furthermore, using the animal in advertising has positive effects on Vietnamese consumers purchasing behavior. |
URI(1): | http://epub.vgu.edu.vn/handle/dlibvgu/1164 |
Appears in Collections: | Finance & Accounting (FA) |
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