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 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

The role of interactive advertisements in developing consumer-based brand equity: A conceptual discourse

Recently, the effects of advertising campaigns are not only by increasing sales revenues but by something even more important in the long run – brand equity.Brand equity is currently one of the most sought after field of research. Meanwhile, considerable efforts have been put into studying online advertising impacts, but the effects of advertising on the demand, sales and market shares of Libyan products in the information age are still understudied.Adopting the theoretical perspective of a consumer-based model of brand equity, this study reviews past studies and proffers recommendation for future researchers to approach the highlighted gaps

Lean on Me: Rezension zu "The Nation and the Promise of Friendship: Building Solidarity through Sociability" von Danny Kaplan

Danny Kaplan: The Nation and the Promise of Friendship: Building Solidarity through Sociability. London: Palgrave Macmillan 2018. 978-3-319-78401-

Impacts of online banner advertisement on consumers' purchase intention: A theoretical framework

Virtual discussion between students and lecturers nowadays become easier and effective by using computer-mediated communication (CMC) tools.The issue on geographical distance is no longer a problem but there are some aspects that need attention, such as the consultation documentation, record log and the ability to see the records of these virtual relationships.Most current virtual communications software is focused on the communication and less on the process of before and after the virtual communication. In order to enhance the virtual communication process, we have designed and developed an Online Instructional Consultation (OICon) model to facilitate student-lecturer consultation for higher education mentor-mentee system in Malaysia.The model consists of 5 interrelated domains that are personalization, consultation processes and task involved, features and multimedia components, consultation content and consultation document.It provides alternative means on delivery of the contents and services as well as provides participants a range of option. By this way, students and lecturer can involve actively through online consultation at remote places, not just between lecturer and students but also on post-session discussion among peers.Point of correspondence includes implementation of CMC tools to facilitate online consultation processes for academic advisory purpose. OICon model was then transformed into a prototype system to verify the model. Based on the evaluation conducted, we found that users are relatively positive towards implementation of multimedia communication tools for consultation in higher education and they agreed that the OICon model is crucial for enhance and promote interactivity for consultation among students and lecturers

Airborne Measurements of Gravity Wave Breaking at the Tropopause

2000 FLORIDA AVE NW, WASHINGTON, DC, 2000

Who cares what the people think? Revisiting David Miller’s approach to theorising about justice

David Miller’s methodological approach to theorising about justice, articulated most explicitly in Principles of Social Justice (1999) but informing his work up to and including the recent Strangers in Our Midst (2016), takes people’s existing beliefs and sentiments – ‘what the people think’ – to play a fundamental constitutive role in the development of normative principles of justice. In this critical exchange, Alice Baderin, Andreas Busen, Thomas Schramme and Luke Ulas¸ subject differing aspects of this methodology to critique, before Miller responds