Getting a Mortgage has been described as one of the greatest financial decision a consumer will make in their lifetime and it is expected that the customer has considered various options before making that choice, This study looks at the creative design and strategies adopted by three banks to...

Despite an increased level of females’ participation in sports, the media coverage is still very low and inadvertently the use of female athletes as product endorsers has received limited attention. The purpose of this study is to provide an empirical insight into the frequency and nature of...

While practitioners have adopted nostalgia-based marketing and advertising strategies, consumers’ responses have also been empirically considered, the theoretical argument of this paper is how the brand context affects these outcomes. No doubt, nostalgia can evoke positive emotions, but can...

Taking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores the implications of using emotional appeals in financial services advertising.