Value-Expressive Advertising on Women with regard to their actual self-concept, intention and brand recall

Yaseen Ahmed Meenai, Salma Mirza, Nazish Kalama, Noor Afshan Rizavi, Rabiah Ghazanfar


The purpose of this research is to study the relationship between and the impact of value expressive advertising appeals on the self concept of women. Advertising effectiveness is conceptualized as: brand recall, congruency with the brand identity and the self concept and purchase intentions. In our research a study of the actual self image will be performed to gauge the congruency with the value expressive advertising appeals and its implication on brand recall, the congruency with the cues present in the advertisements and the women’s intention to buy.

Keywords : Advertising effectiveness, brand recall, congruency

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