The impact of using emotional advertising appeals on brand loyalty in Telecom industry: the moderating role of age

المؤلفون

Assistant Professor, School of Business Administration, Nile University, Egypt

المستخلص

This study examines the impact of emotional advertising appeals: happiness, compassion, and nostalgia on brand loyalty in Egypt’s telecommunications industry, with a focus on the moderating role of age. Using a quantitative approach, data were collected through online questionnaire from 444 respondents exposed to telecom advertisements featuring these emotional appeals. Results from structural equation modeling (SEM) revealed that nostalgia had the strongest positive effect on brand loyalty, followed by happiness, while compassion showed varied effects across age groups. Age significantly moderated these relationships: older consumers responded more favorably to compassion-based appeals, whereas nostalgia resonated more with younger audiences. The findings highlight the strategic importance of tailoring emotional appeals to demographic segments, particularly age, to enhance brand loyalty in competitive markets. Practical implications suggest leveraging nostalgia for younger consumers and compassion for older demographics, while prioritizing social media as a key advertising channel. This study contributes to the limited literature on emotional advertising in emerging telecom markets and offers actionable insights for marketers.

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