The effect of attitude toward advertisement on Yemeni female consumers' attitude toward brand and purchase intention

Originality/value--In this study, the said relationships amongst the three variables are revisited. The difference lie in the use of consumers from Yemen, which is considered as a poor country compared to developed countries investigated in past studies. Besides, a real product advertisement was use...

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Bibliographic Details
Published in:Global business and management research 2011-01, Vol.3 (1), p.21
Main Authors: Wahid, Nabsiah Abdul, Ahmed, Methaq
Format: Article
Language:English
Subjects:
Advertisements
Advertising
Attitudes
Brand image
Brand names
Consumer attitudes
Consumer behavior
Consumer preferences
Consumers
Industrialized nations
Marketing
Marketing research
Product development
Public opinion
Purchasing
Studies
Variables
Women consumers
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Summary:Originality/value--In this study, the said relationships amongst the three variables are revisited. The difference lie in the use of consumers from Yemen, which is considered as a poor country compared to developed countries investigated in past studies. Besides, a real product advertisement was used on this study rather than arbitrary advertisement. This will provide the first insight on Yemeni consumer's behavior.
ISSN:1947-5667
1947-5667