Examining the Relationship between Comparative Advertising and its Effectiveness
| العنوان بلغة أخرى: |
دراسة العلاقة بين إعلانات المقارنة وفاعليتها |
|---|---|
| المصدر: | المجلة العلمية للاقتصاد والتجارة |
| الناشر: | جامعة عين شمس - كلية التجارة |
| المؤلف الرئيسي: | Megahed, Ferial Farouk (Author) |
| مؤلفين آخرين: | Ragab, Gihan (Advisor) |
| المجلد/العدد: | ع2 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2018
|
| الشهر: | يوليو |
| الصفحات: | 465 - 476 |
| ISSN: |
2636-2562 |
| رقم MD: | 1066270 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| رابط المحتوى: |
عدد مرات التحميل
5
| LEADER | 01743nam a22002297a 4500 | ||
|---|---|---|---|
| 001 | 1804526 | ||
| 041 | |a eng | ||
| 044 | |b مصر | ||
| 100 | |9 576301 |a Megahed, Ferial Farouk |e Author | ||
| 245 | |a Examining the Relationship between Comparative Advertising and its Effectiveness | ||
| 246 | |a دراسة العلاقة بين إعلانات المقارنة وفاعليتها | ||
| 260 | |b جامعة عين شمس - كلية التجارة |c 2018 |g يوليو | ||
| 300 | |a 465 - 476 | ||
| 336 | |a بحوث ومقالات |b Article | ||
| 520 | |b This research aims to examine the relationship between different levels of comparative advertising intensity (i.e., no comparative ad. and indirect comparative ad.) and advertising effectiveness measured by brand awareness, attitude toward the advertisement, attitude toward the brand and purchase intention. An experiment was conducted to test the research hypotheses. The findings show that indirect comparative advertisement is more effective that non-comparative advertisement in case of a print ad. creating more favorable brand awareness, attitude toward the advertisement, attitude toward the brand and purchase intention. | ||
| 653 | |a العلامات التجارية |a السلع الاستهلاكية |a السلوكيات الشرائية |a الإعلانات التجارية | ||
| 700 | |9 576302 |a Ragab, Gihan |e Advisor | ||
| 773 | |4 الاقتصاد |4 الإدارة |6 Economics |6 Management |c 064 |e Scientific Journal for Economic & Commerce |f Al-Maġallah Al-ʿilmiyyah Lil-Iqtiṣād Wal Tiğārah |l 002 |m ع2 |o 0527 |s المجلة العلمية للاقتصاد والتجارة |v 048 |x 2636-2562 | ||
| 856 | |u 0527-048-002-064.pdf | ||
| 930 | |d y |p y |q n | ||
| 995 | |a EcoLink | ||
| 999 | |c 1066270 |d 1066270 | ||
عناصر مشابهة
-
The Mediating Role of Attitude towards Brand in the Relationship between Emotion in Viral Video Advertisement and Purchase Intention: An Applied Study to Youth of Internet Users in Egypt
بواسطة: Mohamed, Mona Hamed منشور: (2018) -
The Relationship between Price Willingness and Purchasing Intention of the Organic Products
بواسطة: Eldesoky, Nourhan Ibrahim منشور: (2018) -
The Role of Brand Loyalty as a Mediating Cause- Variable in the Relationship between Related Marketing and Consumer Repurchasing Decision
بواسطة: Ibrahim, Marwa Mahmoud منشور: (2018) -
AN INVESTIGATION OF THE EFFECTS OF MOOD,TYPE AND LEVEL OF INVOLVEMENT CHARACTERIZING CONSUMER PRODUCTS AND MESSAGE FRAMING ON ADVERTISING EFFECTIVENESS
بواسطة: Al Jarboa, Fahad Abrahim منشور: (1996) -
Social Media Advertising Impact on the Consumer Purchasing Behavior
بواسطة: العلمي، علي منشور: (2022)
