The Impact of Women’s Representation in Advertising for Cosmetics on Purchase Decision Making in Mansoura City: A Cultural Perspective
| المصدر: | المجلة العربية للإدارة |
|---|---|
| الناشر: | المنظمة العربية للتنمية الإدارية |
| المؤلف الرئيسي: | Elnazer, Alaa (Author) |
| مؤلفين آخرين: | Abdelrahman, Amira (Co-Author) , Bahrez, Ahmed (Co-Author) , Mohamed, Abd Elazeem (Co-Author) |
| المجلد/العدد: | مج44, ع2 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2024
|
| الشهر: | أبريل |
| الصفحات: | 263 - 280 |
| ISSN: |
1110-5453 |
| رقم MD: | 1505499 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Purchasing Decision | Culture | Women’s Representation | Advertising Message | Path Analysis
|
| رابط المحتوى: |
الناشر لهذه المادة لم يسمح بإتاحتها. |
| المستخلص: |
The main objective of this study is to analyze the Mediating role of culture in the relationship between Women’s Representation in the advertising message in Mansoura city and making a Purchasing Decision (PurchDec). The descriptive approach was used by depending on a questionnaire to achieve the main objective of this paper. Whereas, three hundred seventy-four individuals were the used sample size from the population of all the cosmetics customers in Mansoura city. The path analysis method was used to study the direct and indirect relationships between the independent and the dependent variables. The study found that there is a strong positive significant correlation between the independent variable (Women’s Representation in the advertising message) and the dependent variable (Purchase Decision). Moreover, there is a strong positive significant correlation between the dependent variable (PurchDec) , and the mediating variable (Culture). To further understand the links studied in the current study, researchers are encouraged to investigate potential mediators and moderators in their future work. |
|---|---|
| ISSN: |
1110-5453 |
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