Studying the Relationship between Humorous Advertising and Consumer Purchasing Decision. “A Mediation Analysis of Brand Awareness”
H. Mussa, M., M. Ibrahim, M. (2021). Studying the Relationship between Humorous Advertising and Consumer Purchasing Decision. “A Mediation Analysis of Brand Awareness”. EKB Journal Management System, 51(2), 591-620. doi: 10.21608/jsec.2021.158114
Mona H. Mussa; Marwa M. Ibrahim. "Studying the Relationship between Humorous Advertising and Consumer Purchasing Decision. “A Mediation Analysis of Brand Awareness”". EKB Journal Management System, 51, 2, 2021, 591-620. doi: 10.21608/jsec.2021.158114
H. Mussa, M., M. Ibrahim, M. (2021). 'Studying the Relationship between Humorous Advertising and Consumer Purchasing Decision. “A Mediation Analysis of Brand Awareness”', EKB Journal Management System, 51(2), pp. 591-620. doi: 10.21608/jsec.2021.158114
H. Mussa, M., M. Ibrahim, M. Studying the Relationship between Humorous Advertising and Consumer Purchasing Decision. “A Mediation Analysis of Brand Awareness”. EKB Journal Management System, 2021; 51(2): 591-620. doi: 10.21608/jsec.2021.158114

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

المجلة العلمية للإقتصاد و التجارة
Article 13, Volume 51, Issue 2, July 2021, Page 591-620  XML PDF (517.38 K)
Document Type: المقالة الأصلية
DOI: 10.21608/jsec.2021.158114
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Authors
Mona H. Mussa1; Marwa M. Ibrahim2
1Assistant Professor, Faculty of Management Professional Technology and Computers, The Egyptian Russian University
2Assistant Professor, Faculty of Business, Economics, and Political Scienc, The British University in Egypt
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.
Keywords
Humorous Advertising; Brand awareness; Brand Recall; Brand Recognition; Consumer Purchasing Decision; Consumer Behavior
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