Article | Open Access | Published: 20 December 2007
Value-Expressive Advertising on Women with Regard to their Actual Self-Concept, Intention and Brand Recall
| Views: | 22 | | | Downloads: | 13 |
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
Publisher:
ILMA UNIVERSITY
Published:
20 December 2007
Issue:
Issue 2 : Volume 3
E-ISSN:
2409-6520
P-ISSN:
2414-8393
This is an open access article distributed under the terms of the Creative Commons Attribution CC BY 4.0 license, which permits any use, distribution, and reproduction of the work without further permission provided the original author(s) and source are credited.