Impact of advertising strategies on developing brand awareness: role of cultural differences

Ahmad Zainal Abidin Abd Razak

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Type :	article
Subject :	H Social Sciences (General)
ISSN :	2041-4684
Main Author :	Ahmad Zainal Abidin Abd Razak
Title :	Impact of advertising strategies on developing brand awareness: role of cultural differences

Place of Production :	Tanjung Malim
Publisher :	Fakulti Pengurusan dan Ekonomi
Year of Publication :	2023
Notes :	Transnational Marketing Journal
Corporate Name :	Universiti Pendidikan Sultan Idris
HTTP Link :	Click to view web link

Abstract : Universiti Pendidikan Sultan Idris

Advertising is the most significant method for increasing brand sales. Thus, this study aimed to assess the effect of advertising methods (repeated exposure, YouTube advertisements, and E-WOM) on brand awareness, with culture as a moderator. The number of study respondents was restaurant patrons. Simple random sampling was used to collect data via questionnaires. 312 questionnaires were returned that were suitable. PLS 3.3.6 served as the SEM analysis tool. (1) repeated exposure has a positive direct effect on brand awareness; (2) YouTube ads have a positive direct effect on brand awareness; (3) E-WOM has a positive direct effect on brand awareness; (4) brand awareness has a positive direct effect on brand awareness; (5) brand awareness has a mediating effect on brand awareness; and (6) culture plays a moderating role. This model can be implemented in additional investigations in the future. This concept is implemented in the restaurant industry, but future research could also be implemented in other service industries. 2023 Oxbridge Publishing House Ltd UK

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