The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship

Round 1

Reviewer 1 Report

An interesting contribution discussing the irrationality as a strong phenomenon that significantly impacts final purchase decisions in consumer behavior. The methodology is correctly chosen and the conducted research has brought interesting findings. The title of the paper fully expresses the content of the article. The empirical as well as the theoretical originality of the paper is excellent and the authors have written a highly original and innovative article. The length of the paper (18 pages) corresponds to the set criteria for the authors. The readability of the paper and its abstract and English grammar are at a very high level and it can be stated that the authors have excellent knowledge of the English language. The literature review presents the theoretical basis of the topic of the paper based on relevant and current literary sources. The contribution is up-to-date and innovative. The high professionalism and scientific erudition of the authors is evident from the article. The research results are adequately presented, discussed and compared with the findings presented in the literature review. Research carried out at a high level. The list of used literature contains only literary sources explicitly cited in the text of the paper. An excellent article with a consistent scientific style based on the results of the research carried out. I recommend publishing the paper.

Author Response

Thank you for your review. We are very glad that you evaluated our contribution positively and at a good scientific level.

We wish you all the best and good health.

Author Response File: Author Response.pdf

Reviewer 2 Report

Dear AUthor

Thank you for the opportunity to read such an interesting manuscript. Following few suggestions to improve it.

Reduce the size of the abstract. You can reduce the statistics description. It is no need such detail.

What is the rationale of your research? And the objectives formulated to answer to the research questions? You should add it in the introduction.

Boost your conclusion

Author Response

We would like to thank you for constructive comments on our paper. We do appreciate your time and effort spending when reading and reviewing our paper in details. When revising the paper, we would like to assure you that we have seriously considered all comments and addressed all concerns as much as possible. Regarding your comments, we have addressed them in the revised version of the paper as follows:

AD1: Reduce the size of the abstract. You can reduce the statistics description. It is no need such detail.

We reduced the abstract. We did not limit the description of the statistics to the abstract. We have stated the main purpose and findings of our research.

AD2: What is the rationale of your research? And the objectives formulated to answer to the research questions? You should add it in the introduction.

We added the rationale for our research to the final part of the introduction. At this time, the objectives are also described, which follow on from our research questions, which we explored with taste.

AD3: Boost your conclusion.

We strengthened the conclusion of our study. We have supplemented the introductory part of the conclusion. We have appropriately linked this section with the subsections at the end. Other parts of the conclusion are sufficiently described in view of the research.

Reviewer 3 Report

The article is very timely and valuable in terms of the discipline of  behavioral economics,

It has important contribution to the literature of  the theory of consumer choice and
he practical usefulness of the research results is also not in doubt.
The paper serves as a foundation for future research, and could be of interest to many readers.

 The paper represents  high scientific level. The literature review section includes the theoretical foundations and the description and critical analysis of previous empirical research. The results of this are the creation of well-constructed hypotheses.

 The chosen methodology perfectly serves the analytical purposes and could also be used in similar researches as well.

The analyzes are carried out correctly.  The results are well compiled and presented.well. The conclusion is in sync with the results.  I would like to contribute with some suggestions to increase the value of the article and to meet the requirements.

Figure 1 size is too small  please  modify,  the size should be increased . It is the same for figure 2.

The reference list contains the relevant literature, which is also correctly cited in the text, but the forms of  bibliometric information provided are different, different citation forms are used, please standardize this as required by the journal.

After taking these minor comments into account, the article will be ready for publication.
Congratulate and good luck for future research.

Author Response

We would like to thank you for constructive comments on our paper. We do appreciate your time and effort spending when reading and reviewing our paper in details. When revising the paper, we would like to assure you that we have seriously considered all comments and addressed all concerns as much as possible. Regarding your comments, we have addressed them in the revised version of the paper as follows:

AD1. Figure 1 size is too small please  modify,  the size should be increased . It is the same for figure 2.

Thank you for your comment. We resized the images to make them visible.

AD2. The reference list contains the relevant literature, which is also correctly cited in the text, but the forms of  bibliometric information provided are different, different citation forms are used, please standardize this as required by the journal.

Thank you for your comment. We apologize for the error in the citation format. We have corrected all citations in the article according to article standards.

Before closing we would like to express our hearty thanks again for all your kindest advice and comments on this paper, which help us improve the quality of the paper.

Reviewer 4 Report

Content of the paper is very interesting and research problem worth undertaking. However, paper is written in a very chaotic way. It should be generally corrected. Especially please take into consideration: 

1) Too extensive article abstract

2) The theoretical part is written chaotically with no logical consistency  

3) References are done incorrectly. In the text, reference numbers should be placed in square brackets [ ], and placed before the punctuation. References must be numbered in order of appearance in the text , not in a alphabetical order. See especially:   line 63, 68, 123, 144, 154, 177, 198, 245

4)  Line 126 - 129, this should be divided into two statements 

5) Line 150, 163, 245, 355 - incorrect references and editing 

6) Line 166, 336, 347, 351 and many more  - scientific paper should be written in a 3rd person

7) Line 179 - this sentence is  out of context, it should be extended, explained

8) Major editing revise is required (e.g. line 510 , 614 )

English should be more scientific and require revision. 

Author Response

We would like to thank you for constructive comments on our paper. We do appreciate your time and effort spending when reading and reviewing our paper in details. When revising the paper, we would like to assure you that we have seriously considered all comments and addressed all concerns as much as possible. Regarding your comments, we have addressed them in the revised version of the paper as follows:

AD1. Too extensive article abstract

Thank you for your comment. We shortened the abstract to the required level to meet the standards of the article.

AD2. The theoretical part is written chaotically with no logical consistency  

Thank you for your comment. After re-studying the theoretical part, we found that it lacks logical consistency. We have therefore modified the theoretical part so that the individual paragraphs are connected to each other and logically connected to each other. We started writing the theoretical part by defining the term emotion and gradually linked the relationship between irrational purchasing behavior and the use of advertising emotional appeals.

AD3. References are done incorrectly. In the text, reference numbers should be placed in square brackets [ ], and placed before the punctuation. References must be numbered in order of appearance in the text , not in a alphabetical order. See especially:   line 63, 68, 123, 144, 154, 177, 198, 245

Thank you for your comment. We corrected all citations in the article according to the quality standards of the journal. All citations are arranged in square brackets.

AD4. Line 126 - 129, this should be divided into two statements 

Thank you for your comment. We divided the mentioned lines into two statements, added the authors' claims and cited sources.

AD5. Line 150, 163, 245, 355 - incorrect references and editing 

Thank you for your comment. We edited all citations in the document according to the journal's quality standards. We have added the citations in square brackets.

AD6. Line 166, 336, 347, 351 and many more - scientific paper should be written in a 3rd person

Thank you for your comment. We have corrected errors throughout the article and the scientific work is presented in the 3rd person.

AD7. Line 179 - this sentence is  out of context, it should be extended, explained

Thank you for your comment. We edited the entire paragraph to make sense for our study. The said sentence was taken out of context. Thanks for the heads up.

AD8. Major editing revise is required (e.g. line 510 , 614 )

Thank you for your comment. We also fixed the formatting of individual chapters and all errors related to text formatting.

Before closing we would like to express our hearty thanks again for all your kindest advice and comments on this paper, which help us improve the quality of the paper.

Round 2

Reviewer 4 Report

Corrected properly.