The Relationship Between Emotional Appeal Advertisement & Brand Trust

Advertising has become one of the most important commercial activities in the modern competitive environment. To meet the varying demands of their target consumers, advertisers commonly use rational appeal and emotional appeal in their advertising in an attempt to influence consumer behavior. Therefore, many researchers have tried to understand the association between emotional appeals and brand trust in different socio economic contexts. According to one argument, financial services organizations like banks are mainly consider rational appeals are more effective for developing their brands. However, it was noted that most of the commercial banks in Sri Lanka were highly adopted to emotional appeals than the rational appeals in their advertisements during recent years. Therefore, present study attempts to examine how does emotional appeals of advertising influence on developing the brand trust among customers towards private sector commercial banks in Sri Lanka. According to literature, advertisers mainly adopted to social appeal, personal appeal, humor appeals and, fear appeal as main emotional appeals in their advertisements.