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Advertising
This topic currently groups 2 published articles across 1 issues.
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18 active archive topics surfaced from published keywords
Topic Article
The impact of humorous advertising on consumer's buying, word of mouth and recall
Ghada W. El-tazy • Hesham O. Dinana
Volume 12 Issue 2 · 19 Jan 2018
This paper aims at investigating the effect of “humorous advertising” on the Egyptian viewer. It is studying the effect of humorous advertising (HA) on the consumer’s buying behaviour, probability to p…
Topic Article
Brand perception across cultures: A comparative study of Skoda's brand characteristics in Poland and the United Kingdom
Justin Beneke
Volume 12 Issue 2 · 19 Jan 2018
This comparative study between the UK and Poland set out to ascertain the key differences in the Skoda motor car brand across a range of brand characteristics, including brand image, price, perceived quality, trust, per…