Examining the impact of humorous television advertisements on brand linkage / (Record no. 78891)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02448cam a2200313 a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | EG-GiCUC |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250223032634.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 201121s2020 ua d f m 000 0 eng d |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | EG-GiCUC |
| Language of cataloging | eng |
| Transcribing agency | EG-GiCUC |
| 041 0# - LANGUAGE CODE | |
| Language code of text/sound track or separate title | eng |
| 049 ## - LOCAL HOLDINGS (OCLC) | |
| Holding library | Deposite |
| 097 ## - Thesis Degree | |
| Thesis Level | M.Sc |
| 099 ## - LOCAL FREE-TEXT CALL NUMBER (OCLC) | |
| Classification number | Cai01.05.01.M.Sc.2020.Me.E |
| 100 0# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | MenaTullah Magdy Elgohary |
| 245 10 - TITLE STATEMENT | |
| Title | Examining the impact of humorous television advertisements on brand linkage / |
| Statement of responsibility, etc. | MenaTullah Magdy Elgohary ; Supervised Heba Fouad Ali |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Cairo : |
| Name of publisher, distributor, etc. | MenaTullah Magdy Elgohary , |
| Date of publication, distribution, etc. | [2020] |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 134 P. : |
| Other physical details | charts ; |
| Dimensions | 30cm |
| 502 ## - DISSERTATION NOTE | |
| Dissertation note | Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | 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 viewer{u2019}s 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 customer{u2019}s 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 |
| 530 ## - ADDITIONAL PHYSICAL FORM AVAILABLE NOTE | |
| Additional physical form available note | Issued also as CD |
| 653 #4 - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Complexity |
| 653 #4 - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Humorous Advertisements |
| 653 #4 - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Relatedness |
| 700 0# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Heba Fouad Ali , |
| Relator term | |
| 856 ## - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="http://172.23.153.220/th.pdf">http://172.23.153.220/th.pdf</a> |
| 905 ## - LOCAL DATA ELEMENT E, LDE (RLIN) | |
| Cataloger | Nazla |
| Reviser | Revisor |
| 905 ## - LOCAL DATA ELEMENT E, LDE (RLIN) | |
| Cataloger | Shimaa |
| Reviser | Cataloger |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Thesis |
| Source of classification or shelving scheme | Not for loan | Home library | Current library | Date acquired | Full call number | Barcode | Date last seen | Koha item type | Copy number |
|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | المكتبة المركزبة الجديدة - جامعة القاهرة | قاعة الرسائل الجامعية - الدور الاول | 11.02.2024 | Cai01.05.01.M.Sc.2020.Me.E | 01010110082115000 | 22.09.2023 | Thesis | ||
| Dewey Decimal Classification | المكتبة المركزبة الجديدة - جامعة القاهرة | مخـــزن الرســائل الجـــامعية - البدروم | 11.02.2024 | Cai01.05.01.M.Sc.2020.Me.E | 01020110082115000 | 22.09.2023 | CD - Rom | 82115.CD |