Vol: 7, Issue: 2 2017

Page: 20-27

Brand and Customer Loyalty Towards Jewellery: Impact of Advertisement Appeal

Shamily Jaggi, Dr. Sanjay Kumar Bahl

Advertisements become the part of everyone’s 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 company’s 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