158114

Studying the Relationship between Humorous Advertising and Consumer Purchasing Decision. “A Mediation Analysis of Brand Awareness”

Article

Last updated: 04 Jan 2025

Subjects

-

Tags

-

Abstract

Humorous advertising has become a famous and regularly used when interacting with the company's target customers, which helps in the formation of awareness and attention, and in improving attitudes towards the brands. The purpose of this paper is to study the relationship between humorous advertisements and consumer's purchasing decision through the mediation effect of brand awareness in the Egyptian market. In addition, this research provides a better understanding for humorous advertising and its effect on consumer purchasing decision in the Egyptian market which will affect the performance of marketing communication tools inside companies. This research is a quantitative research in its nature, so a self-administered survey was completed by an intercept sample of 400 respondents drawn frequently from hypermarkets customers inCairo. This study was limited to two hypermarkets (Carrefour – Fathallah) customers. Future studies could compriselarger samples, different sectors and other product or service categories. The researchresults indicated that thestructural equation model analyses for the conceptual model proved that all hypothesizes were supported. Moreover, brand recall and brand recognition are significant mediators between humorous advertising and customer's purchasing decision in the model. The research findings suggest that marketers should employ different humorous advertising strategies to create and increase brand awareness.

DOI

10.21608/jsec.2021.158114

Keywords

Humorous Advertising, brand awareness, Brand Recall, Brand Recognition, Consumer Purchasing Decision, Consumer Behavior

Authors

First Name

Mona

Last Name

H. Moussa

MiddleName

-

Affiliation

Assistant Professor, Faculty of Management Professional Technology and Computers, The Egyptian Russian University

Email

-

City

-

Orcid

-

First Name

Marwa

Last Name

M. Ibrahim

MiddleName

-

Affiliation

Assistant Professor, Faculty of Business, Economics, and Political Scienc, The British University in Egypt

Email

-

City

-

Orcid

-

Volume

51

Article Issue

2

Related Issue

22542

Issue Date

2021-07-01

Receive Date

2021-02-08

Publish Date

2021-03-21

Page Start

591

Page End

620

Print ISSN

2636-2562

Link

https://jsec.journals.ekb.eg/article_158114.html

Detail API

https://jsec.journals.ekb.eg/service?article_code=158114

Order

13

Type

المقالة الأصلية

Type Code

914

Publication Type

Journal

Publication Title

المجلة العلمية للإقتصاد و التجارة

Publication Link

https://jsec.journals.ekb.eg/

MainTitle

Studying the Relationship between Humorous Advertising and Consumer Purchasing Decision. “A Mediation Analysis of Brand Awareness”

Details

Type

Article

Created At

22 Jan 2023