The effect of advertising appeals on brand health: the brand asset valuator model as a mediating factor
Author
Source
Journal of Commercial and Environmental Studies
Issue
Vol. 13, Issue 3 (31 Jul. 2022), pp.1-59, 59 p.
Publisher
Suez Canal University College of Commerce Ismailia
Publication Date
2022-07-31
Country of Publication
Egypt
No. of Pages
59
Main Subjects
Topics
Abstract EN
Building strong brands is an approach that help companies to develop a distinctive market position.
Brands represent valuable and sustainable assets for customers and companies.
Companies that want to know how valuable their brands are should investigate their health.
A strong and healthy brand as one of the most intangible asset companies can have increases customers' brand awareness, improves customers' brand image, and customers' loyalty.
It is determined by customers' interactions and responses.
Brand equity has received a significant deal of attention and time.
Brand health as a relatively new concept in marketing is trying to receive such attention.
The two concepts are closely related.
The study explores brand health from three dimensions: brand familiarity, brand popularity, and brand resonance.
It aims to investigate the effect of advertising appeals: rational and emotional on brand health using the brand asset valuator (BAV) model as a mediating factor.
American Psychological Association (APA)
al-Bursaly, Azza Abd al-Qadir. 2022. The effect of advertising appeals on brand health: the brand asset valuator model as a mediating factor. Journal of Commercial and Environmental Studies،Vol. 13, no. 3, pp.1-59.
https://search.emarefa.net/detail/BIM-1450672
Modern Language Association (MLA)
al-Bursaly, Azza Abd al-Qadir. The effect of advertising appeals on brand health: the brand asset valuator model as a mediating factor. Journal of Commercial and Environmental Studies Vol. 13, no. 3 (Jul. 2022), pp.1-59.
https://search.emarefa.net/detail/BIM-1450672
American Medical Association (AMA)
al-Bursaly, Azza Abd al-Qadir. The effect of advertising appeals on brand health: the brand asset valuator model as a mediating factor. Journal of Commercial and Environmental Studies. 2022. Vol. 13, no. 3, pp.1-59.
https://search.emarefa.net/detail/BIM-1450672
Data Type
Journal Articles
Language
English
Notes
-
Record ID
BIM-1450672