Relationship between brand characteristics and attitudes towards advertisement among Libyan students in Malaysia

This study aims to determine the factors that affect Attitude towards Advertisement and assess the impact of Attitude towards Advertisement on Brand Equity. With digital media proliferation, brands are the main assets for a company to survive in the competitive marketplace. Advertisement expenditure...

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Main Author:	Busen, Salem Mohamed S.
Format:	Thesis
Language:	eng eng eng
Published:	2018
Subjects:	HF5801-6182 Advertising
Online Access:	https://etd.uum.edu.my/7454/1/Depositpermission_s95670.pdf https://etd.uum.edu.my/7454/2/s95670_01.pdf https://etd.uum.edu.my/7454/3/s95670_02.pdf
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id	my-uum-etd.7454
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Mustaffa, Che Su Mohamad, Bahtiar
topic	HF5801-6182 Advertising
spellingShingle	HF5801-6182 Advertising Busen, Salem Mohamed S. Relationship between brand characteristics and attitudes towards advertisement among Libyan students in Malaysia
description	This study aims to determine the factors that affect Attitude towards Advertisement and assess the impact of Attitude towards Advertisement on Brand Equity. With digital media proliferation, brands are the main assets for a company to survive in the competitive marketplace. Advertisement expenditure for both print and online advertisements has failed to bring in the desired results in terms of change in attitude of the consumers and brand equity. Moreover, the answer to the question on which advertisement media has a more effective impact on Attitude towards Advertisement to create brand equity still remains unanswered. Therefore, the current research aims to identify the potential factors that affect Attitude towards Advertisement and compare both types (print and online advertisements) to find out the best advertisement medium that can determine Attitude towards Advertisements and Brand Equity. The data was collected from 300 Libyans studying in different universities in Malaysia. A quasi-experimental research design was applied to know the consumers’ preferences for print and online advertisements. The results of ANOVA test show that online advertisement has a greater ability to represent the focal constructs as compared to print advertisement. After confirmation, the hypotheses were tested using data of online advertisement constructs with the help of SEM-AMOS. The results of the analysis show that Message Appeal, Argument Quality and Interactivity, have a significant relationship with Attitude towards Advertisement. Furthermore, Attitude towards Advertisement has a significant relationship with Brand Awareness, Brand Image and Brand Purchase Intention. This study contributes to the existing body of knowledge by expanding the use of the Elaborate Likelihood Model of Persuasion, Persuasive Hierarchy Framework and Consumer-Based Brand Equity Model for creating Brand Equity among consumers. Moreover, the findings from the current study can be helpful for companies to devise more effective advertisement strategies, use their resources more efficiently and develop strong online advertisement campaigns.
format	Thesis
qualification_name	Ph.D.
qualification_level	Doctorate
author	Busen, Salem Mohamed S.
author_facet	Busen, Salem Mohamed S.
author_sort	Busen, Salem Mohamed S.
title	Relationship between brand characteristics and attitudes towards advertisement among Libyan students in Malaysia
title_short	Relationship between brand characteristics and attitudes towards advertisement among Libyan students in Malaysia
title_full	Relationship between brand characteristics and attitudes towards advertisement among Libyan students in Malaysia
title_fullStr	Relationship between brand characteristics and attitudes towards advertisement among Libyan students in Malaysia
title_full_unstemmed	Relationship between brand characteristics and attitudes towards advertisement among Libyan students in Malaysia
title_sort	relationship between brand characteristics and attitudes towards advertisement among libyan students in malaysia
granting_institution	Universiti Utara Malaysia
granting_department	Awang Had Salleh Graduate School of Arts & Sciences
publishDate	2018
url	https://etd.uum.edu.my/7454/1/Depositpermission_s95670.pdf https://etd.uum.edu.my/7454/2/s95670_01.pdf https://etd.uum.edu.my/7454/3/s95670_02.pdf
_version_	1747828221578051584
spelling	my-uum-etd.74542021-08-09T06:16:05Z Relationship between brand characteristics and attitudes towards advertisement among Libyan students in Malaysia 2018 Busen, Salem Mohamed S. Mustaffa, Che Su Mohamad, Bahtiar Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts and Sciences HF5801-6182 Advertising This study aims to determine the factors that affect Attitude towards Advertisement and assess the impact of Attitude towards Advertisement on Brand Equity. With digital media proliferation, brands are the main assets for a company to survive in the competitive marketplace. Advertisement expenditure for both print and online advertisements has failed to bring in the desired results in terms of change in attitude of the consumers and brand equity. Moreover, the answer to the question on which advertisement media has a more effective impact on Attitude towards Advertisement to create brand equity still remains unanswered. Therefore, the current research aims to identify the potential factors that affect Attitude towards Advertisement and compare both types (print and online advertisements) to find out the best advertisement medium that can determine Attitude towards Advertisements and Brand Equity. The data was collected from 300 Libyans studying in different universities in Malaysia. A quasi-experimental research design was applied to know the consumers’ preferences for print and online advertisements. The results of ANOVA test show that online advertisement has a greater ability to represent the focal constructs as compared to print advertisement. After confirmation, the hypotheses were tested using data of online advertisement constructs with the help of SEM-AMOS. The results of the analysis show that Message Appeal, Argument Quality and Interactivity, have a significant relationship with Attitude towards Advertisement. Furthermore, Attitude towards Advertisement has a significant relationship with Brand Awareness, Brand Image and Brand Purchase Intention. This study contributes to the existing body of knowledge by expanding the use of the Elaborate Likelihood Model of Persuasion, Persuasive Hierarchy Framework and Consumer-Based Brand Equity Model for creating Brand Equity among consumers. Moreover, the findings from the current study can be helpful for companies to devise more effective advertisement strategies, use their resources more efficiently and develop strong online advertisement campaigns. 2018 Thesis https://etd.uum.edu.my/7454/ https://etd.uum.edu.my/7454/1/Depositpermission_s95670.pdf text eng public https://etd.uum.edu.my/7454/2/s95670_01.pdf text eng public https://etd.uum.edu.my/7454/3/s95670_02.pdf text eng public http://sierra.uum.edu.my/record=b1697918~S1 Ph.D. doctoral Universiti Utara Malaysia Aaker, D. & Day, G. (1974). A dynamic model of relationship. 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