VALUE-EXPRESSIVE ADVERTISING ON WOMEN WITH REGARD TO THEIR ACTUAL SELF-CONCEPT, INTENTION AND BRAND RECALL

Yaseen Ahmed Meenai (), Salma Mirza (), Misbah Yousuf, Nazish Kalam and Noor Afshan Rizavi

IBT Journal of Business Studies (JBS), 2007, vol. 3, issue 2, 94-99

Abstract: The purpose of this research is to study the relationship between and the impact of value expressive advertising appeals on the self concept of women.Advertising effectiveness is conceptualized as brand recall, congruency with the brand identity and the self concept and purchase intentions.In our research a study of the actual self image will be performed to gauge the congruency with the value expressive advertising appeals and its implication on brand recall, the congruency with the cues present in the advertisements and the women’s intention to buy.

Keywords: Advertising effectiveness; brand recall; congruency. (search for similar items in EconPapers)
Date: 2007
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://ibtjbs.ilmauniversity.edu.pk/journal/jbs/3. ... 20brand%20recall.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aib:ibtjbs:v:3:y:2007:i:2:p:94-99

DOI: 10.46745/ilma.ibtjbs.2007.32.5

Access Statistics for this article

More articles in IBT Journal of Business Studies (JBS) from Ilma University, Faculty of Management Science Contact information at EDIRC.
Bibliographic data for series maintained by Syed Kashif Rafi ().