Examining the impact of humorous television advertisements on brand linkage /
MenaTullah Magdy Elgohary
Examining the impact of humorous television advertisements on brand linkage / MenaTullah Magdy Elgohary ; Supervised Heba Fouad Ali - Cairo : MenaTullah Magdy Elgohary , [2020] - 134 P. : charts ; 30cm
Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration
Purpose -This research is executed with the impetus to study and explore the impact of humorous complexity and relatedness, as one of the emotional appeals in advertising (AD) on brand linkage in the Egyptian context. Design/methodology/approach- The researcher mustered data from books, articles and pervious researches that articulated the theoretical framework; where the process of humor, memory storage, brand linkage (recall and attention), humor interpretation, complexity and relatedness. An effect is explained. Apropos to the empirical data, it is amassed by a mixed research method: in-depth interviews and secondary data analysis in an exploratory study and a self-administrated questionnaire in the experiment.The researcher strived to ascertain the reverberations of HA on Egyptians viewers attention and recall of the brand-specific information advertised. Findings-The data analysis results indicated that there was a strong and direct relation between humor complexity and humor relatedness towards brand linkage in the multivariate test. Supported by the results of the univariate tests, which indicated that customers attention and recall will be higher when humor is used; and related to the advertised product and brand; with the addition of complex humor existence.The study results show significant effects, that related and complex humor will induce brand linkage
Complexity Humorous Advertisements Relatedness
Examining the impact of humorous television advertisements on brand linkage / MenaTullah Magdy Elgohary ; Supervised Heba Fouad Ali - Cairo : MenaTullah Magdy Elgohary , [2020] - 134 P. : charts ; 30cm
Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration
Purpose -This research is executed with the impetus to study and explore the impact of humorous complexity and relatedness, as one of the emotional appeals in advertising (AD) on brand linkage in the Egyptian context. Design/methodology/approach- The researcher mustered data from books, articles and pervious researches that articulated the theoretical framework; where the process of humor, memory storage, brand linkage (recall and attention), humor interpretation, complexity and relatedness. An effect is explained. Apropos to the empirical data, it is amassed by a mixed research method: in-depth interviews and secondary data analysis in an exploratory study and a self-administrated questionnaire in the experiment.The researcher strived to ascertain the reverberations of HA on Egyptians viewers attention and recall of the brand-specific information advertised. Findings-The data analysis results indicated that there was a strong and direct relation between humor complexity and humor relatedness towards brand linkage in the multivariate test. Supported by the results of the univariate tests, which indicated that customers attention and recall will be higher when humor is used; and related to the advertised product and brand; with the addition of complex humor existence.The study results show significant effects, that related and complex humor will induce brand linkage
Complexity Humorous Advertisements Relatedness