The impact of different advertising formats on children{u2019}s attitude towards sports brands : (Record no. 80397)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03930cam a2200337 a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | EG-GiCUC |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250223032720.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 210327s2021 ua h 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 | Ph.D |
| 099 ## - LOCAL FREE-TEXT CALL NUMBER (OCLC) | |
| Classification number | Cai01.05.01.Ph.D.2021.Ra.I |
| 100 0# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Ranya Ibrahim Yousif Ibrahim |
| 245 14 - TITLE STATEMENT | |
| Title | The impact of different advertising formats on children{u2019}s attitude towards sports brands : |
| Remainder of title | An experimental study / |
| Statement of responsibility, etc. | Ranya Ibrahim Yousif Ibrahim ; Supervised Wael Kortam , Alaa Tarek |
| 246 15 - VARYING FORM OF TITLE | |
| Title proper/short title | أثر أنماط الإعلان المختلفة على إتجاهات الأطفال نحو العلامات التجارية الرياضية : |
| Remainder of title | دراسة تجريبية |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Cairo : |
| Name of publisher, distributor, etc. | Ranya Ibrahim Yousif Ibrahim , |
| Date of publication, distribution, etc. | 2021 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 126 Leaves : |
| Other physical details | facsimiles ; |
| Dimensions | 30cm |
| 502 ## - DISSERTATION NOTE | |
| Dissertation note | Thesis (Ph.D.) - Cairo University - Faculty of Commerce - Department of Business Administration |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This study aims to investigating the impact of different advertising formats (i.e., traditional video advertisement versus creative formats, which are in-game advertising and product placement in movies) on children{u2019}s attitude towards sports brands. The researcher drew a comparison among the three investigated formats based on their impact on children{u2019}s cognitive response (measured by brand recall), children affective response (measured by emotional responses), children{u2019}s behavioral responses (measured by purchase intentions and requests), in addition to, overall brand attitudes. Moreover, the researcher investigated the moderating effects of children{u2019}s age and their previous direct and indirect brand experience. This study applied a web-based between subjects experimental design among a non-probability snowball sample of 133 children aged from 6 to 13 years old (with the presence and approval of their parents). The experimental manipulation consisted of exposure to one of three different types of advertising formats (i.e., TV advertisement for a sports brand, product placement in a movie, in-game advertisement). And then, children answered a short questionnaire designed using simple measurements and visual cues measuring children{u2019}s cognitive, affective, and behavioral responses, in addition to, their overall brand attitude. The findings showed that high levels of brand recall, brand liking, behavioral responses, and overall positive attitudes resulted from the three advertising formats. But the highest levels were detected for children, who were exposed to video advertisement (i.e., traditional advertising format) and lower levels were detected after the exposure to untraditional (or creative) formats represented by the product placement in movies and in-game advertising. Moreover, the results showed that there is a significant different impact of the investigated advertising formats on children{u2019}s attitude towards sports brands and that children with no previous experience with the advertised brand are affected differently by each advertising format. On the other hand, the findings showed that children age doesn{u2019}t moderated the impact of different formats on children{u2019}s attitude towards sports brands.The results of this study draw theoretical and managerial implications. On the theoretical front, this study draw a comparison between the traditional commonly investigated formats (i.e., TV advertising) and new advertising formats (e.g., in-game advertising and product placement in movies) |
| 530 ## - ADDITIONAL PHYSICAL FORM AVAILABLE NOTE | |
| Additional physical form available note | Issued also as CD |
| 653 #4 - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Advertising |
| 653 #4 - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Children Attitudes |
| 653 #4 - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Product Placement |
| 700 0# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Alaa Tarek , |
| Relator term | |
| 700 0# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Wael Kortam , |
| 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.Ph.D.2021.Ra.I | 01010110083061000 | 22.09.2023 | Thesis | ||
| Dewey Decimal Classification | المكتبة المركزبة الجديدة - جامعة القاهرة | مخـــزن الرســائل الجـــامعية - البدروم | 11.02.2024 | Cai01.05.01.Ph.D.2021.Ra.I | 01020110083061000 | 22.09.2023 | CD - Rom | 83061.CD |