Brand and Customer Loyalty Towards Jewellery: Impact of Advertisement Appeal
Shamily Jaggi
Dr. Sanjay Kumar Bahl
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Abstract
Advertisements become the part of everyones life as it controls and guides the lives of the people.
Realising the importance of advertisement in affecting the consumer buying behaviour, the companies
are allocating big budgets for the same. Out of all components, advertisement appeal is considered as
very important factor in shaping the purchasing behaviour of the customer and making the customers
loyal. Brand and customer loyalty also plays an indispensible role in consumer buying behaviour and
in generation of companys sales. This study mainly focused on the impact of advertisement appeals
on the brand and the customer loyalty for jewellery. Gold, Diamond, Platinum and stone studded
jewellery were considered for the study. We have used the purposive sampling technique as the data is
collected from those who like to wear jewellery. Sample size was 200 and respondents were the
people from DOABA region called as NRI hub of Punjab comprising of four districts namely
Jalandhar, Hoshiarpur, Kapurthala and Shaheed Bhagat Singh nagar. To see the impact of
advertisement appeals on the brand and customer loyalty for jewellery, the technique of multiple
regression analysis was used. The result has shown that advertisement appeal is having a significant
impact on the brand loyalty as well as the customer loyalty for jewellery for the area under study. The
appeals like pleasant, emotional, sex, humor and bandwagon effect was taken for the study. The study
might help the marketers in devising the advertising strategies and use of different appeals in ads in
case of jewellery promotions
Keywords: Advertisement appeal; Brand loyalty; Customer loyalty; Consumer buying behaviour
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