The Effect of Advertising Appeals on Brand Health: The Brand Asset Valuator Model as a Mediating Factor | ||
| المجلة العلمية للدراسات التجارية والبيئية | ||
| Article 13, Volume 13, Issue 3, July 2022, Pages 498-556 PDF (1.22 M) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jces.2022.267343 | ||
| Author | ||
| Azza Abdel Kader El Borsaly* | ||
| Associate Professor in Faculty of Business, Ain Shams University, Egypt | ||
| Abstract | ||
| Abstract 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. | ||
| Keywords | ||
| Brand health; Brand vitality; Brand Stature; brand familiarity; brand popularity; brand resonance; rational advertising appeals; emotional advertising appeals; Brand equity | ||
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