VALUE-EXPRESSIVE ADVERTISING ON WOMEN WITH REGARD TO THEIR ACTUAL SELF-CONCEPT, INTENTION AND BRAND RECALL
Download| Volume 3 Issue 2 2007 | |
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| Author(s): |
Yaseen Ahmed Meenai
Salma Mirza
Misbah Yousuf
Nazish Kalam
Noor Afshan Rizavi
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| 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. |
| Year | 2007 |
| Volume | 3 |
| Issue | 2 |
| Type | Research paper, manuscript, article |
| Recognized by | Higher Education Commission of Pakistan, HEC | Category | "Y" | Journal Name | IBT Journal of Business Studies | Publisher Name | ILMA University | Jel Classification | - | DOI | https://doi.org/10.46745/ILMA.jbs.2007.32.05 | ISSN no (E, Electronic) | 2409-6520 | ISSN no (P, Print) | 2416-8393 | Country | Pakistan | City | Karachi | Institution Type | University | Journal Type | Open Access | Manuscript Processing | Blind Peer Reviewed | Format | Paper Link | http://ibtjbs.ilmauniversity.edu.pk/journal/jbs/3.2/5.%20Value-Expressive%20Advertising%20on%20Women%20with%20regard%20to%20their%20actual%20self-concept,%20intention%20and%20brand%20recall.pdf |