| 000 | 02448cam a2200313 a 4500 | ||
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| 003 | EG-GiCUC | ||
| 005 | 20250223032634.0 | ||
| 008 | 201121s2020 ua d f m 000 0 eng d | ||
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_aEG-GiCUC _beng _cEG-GiCUC |
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| 041 | 0 | _aeng | |
| 049 | _aDeposite | ||
| 097 | _aM.Sc | ||
| 099 | _aCai01.05.01.M.Sc.2020.Me.E | ||
| 100 | 0 | _aMenaTullah Magdy Elgohary | |
| 245 | 1 | 0 |
_aExamining the impact of humorous television advertisements on brand linkage / _cMenaTullah Magdy Elgohary ; Supervised Heba Fouad Ali |
| 260 |
_aCairo : _bMenaTullah Magdy Elgohary , _c[2020] |
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| 300 |
_a134 P. : _bcharts ; _c30cm |
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| 502 | _aThesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration | ||
| 520 | _aPurpose -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 | _aIssued also as CD | ||
| 653 | 4 | _aComplexity | |
| 653 | 4 | _aHumorous Advertisements | |
| 653 | 4 | _aRelatedness | |
| 700 | 0 |
_aHeba Fouad Ali , _eSupervisor |
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| 856 | _uhttp://172.23.153.220/th.pdf | ||
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_aNazla _eRevisor |
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_aShimaa _eCataloger |
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_2ddc _cTH |
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_c78891 _d78891 |
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