Studying the Relationship between Humorous Advertising and Consumer Purchasing Decision. “A Mediation Analysis of Brand Awareness”
Last updated: 04 Jan 2025
10.21608/jsec.2021.158114
Humorous Advertising, brand awareness, Brand Recall, Brand Recognition, Consumer Purchasing Decision, Consumer Behavior
Mona
H. Moussa
Assistant Professor, Faculty of Management Professional Technology and Computers, The Egyptian Russian University
Marwa
M. Ibrahim
Assistant Professor, Faculty of Business, Economics, and Political Scienc, The British University in Egypt
51
2
22542
2021-07-01
2021-02-08
2021-03-21
591
620
2636-2562
https://jsec.journals.ekb.eg/article_158114.html
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13
المقالة الأصلية
914
Journal
المجلة العلمية للإقتصاد و التجارة
https://jsec.journals.ekb.eg/
Studying the Relationship between Humorous Advertising and Consumer Purchasing Decision. “A Mediation Analysis of Brand Awareness”
Details
Type
Article
Created At
22 Jan 2023