The Impact of Advertising Creativity on Customer Loyalty
The Impact of Advertising Creativity on Customer Loyalty
The main objective of the study is to examine the impact of advertising creativity on customer loyalty: a case study of Rezultz Advertising Agency. Specifically, the study seeks:
- To identify the main dimensions of advertising creativity.
- To examine the effect of advertising creativity on customer loyalty.
- To identify the challenges involved in developing a creative advertisement.
The study adopted a qualitative design approach. Qualitative research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research. This was necessary because the descriptive research design provide the opportunity for thorough interpretation and explanation of the constructs for this study. The sampling method that was used is the non-probability sampling which enables the researcher to choose specifically which people are most relevant and interesting for him to use as far as the research problem is concerned. Within the frame of the non-probability sampling, convenience sampling was used. Three employees of Rezultz Advertising Agency were interviewed for the study.