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 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

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