The Impact of Advertising Appeals on Purchase Intention for Women’s Fashion Products in Malaysia
The Impact of Advertising Appeals on Purchase Intention for Women’s Fashion Products in Malaysia

Summary/Abstract: This paper is mainly focused on analyzing the impact of four advertising appeals, namely love appeal, humor appeal, happiness appeal and excitement appeal on purchase intention for women fashion products in Malaysia. Primary data were collected from 303 respondents using selfadministered online questionnaire that was distributed among social media users in Malaysia. The collected data went through an extensive process of screening and sorting to prepare for the analyses. Several important tests were conducted using analytical tools, namely IBM Statistical Package for the Social Sciences (SPSS) and its added module, AMOS to reach the findings. Among them are a descriptive analysis, reliability tests, an exploratory and confirmatory factor analysis, and hypothesis testing. In addition, two-stage structural equation modeling (SEM) was used to test for the fitness of the proposed model. The findings from the study revealed that two out of four advertising appeals, namely excitement appeal and love appeal, had significant positive impacts on consumers’ purchase intention. Meanwhile, humor appeal and happiness appeal were found to have insignificant impacts. This research provides invaluable insights for marketers, especially those in women’s fashion industry in Malaysia, in creating effective advertising campaign to promote their fashion products to consumers in Malaysia. A unique attempt to investigate the individual impact of love appeal, humor appeal, happiness appeal, and excitement appeal on purchase intention is the strength of this research. Further, this study is also invaluable because of its main consideration, which was women’s fashion products.

• Details
• Contents