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Journal articles on the topic 'Egyptian advertising'

Author: Grafiati

Published: 5 June 2025

Last updated: 2 August 2025

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1

El-Besomey, Dina Ali Mohamed. "Manufacturing Sino -Egyptian Commune as Smart Hackathon Project of Advertisement and Distributing Animation Products for Graduated Youth." European Journal of Marketing and Economics 5, no. 1 (2022): 97. http://dx.doi.org/10.26417/542khw92.

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The Sino-Egyptian smart Hackathon commune project is to endorse Dr./ Dina Ali Mohammed El-Besomey, the Primary founder - pioneer- leader(with 100%) For a post-doctoral mission under the mission Call 2022-2023. The purpose of the post-doctoral mission is applying Sino -Egyptian commune project of advertisement and distributing animation products for graduated youth. The importance of the mission is this Applied study for Future Chinese –Egyptian Electronic Education vision 2030 - 2020). This project is as scientific mission of my post- PHD. This project focuses on the contemporary Chinese anima

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2

Nermin, M. Gohar. "The Lagged Effect of Advertising Expenditures on the Financial Measures of Brand Equity in the Egyptian Context." International Journal of Social Science and Human Research 04, no. 09 (2021): 2450–56. https://doi.org/10.47191/ijsshr/v4-i9-26.

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<strong>:<em> </em></strong>This research intends to fill the gap in the literature by studying the impact of lagged real advertising expenditures on different perspectives of brand equity in the Egyptian context, which are: Firm-based and Market-based brand equity. The research follows the quantitative research-based approach, with the descriptive explanatory method. Secondary data was collected from firms’ financial reports of sixteen sectors for the period 2013 - 2020 to consider the effect of real advertising expenditures on firm-based and market-based brand equity models. Data was c

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Mounir, Antonious Samir. "AN OVERVIEW ON THE DEVELOPMENT OF ADVERTISING IN EGYPT, THE UK, AND BELARUS." Slovak international scientific journal, no. 68 (February 9, 2023): 40–44. https://doi.org/10.5281/zenodo.7626784.

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This article is meant to provide some initial notions, materials, and concept for the study of advertising. It draws on advertising literature in three countries Egypt, the UK, and Belarus. I committed to bridging the gap between the huge body of research on advertising in the three countries. The history of advertising is particularly explained in these three countries briefly. We need to understand how advertising was formed and legalized in these counties in order to arm ourselves with knowledge about practical, historical, and legal forms of advertising. In this article I wanted to answer

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Mohamed, Abdelazim Abo El-Naga, Tarek Abd El Azeem Marwa, and Wagdi Abdel-moneam Rana. "Investigating the Impact of Ad Formats and Ad Intrusiveness on Social Media Ad Effectiveness in the Fashion Market in Egypt." International Journal of Social Science and Human Research 05, no. 05 (2022): 1610–31. https://doi.org/10.5281/zenodo.6532008.

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Purpose – This paper aims to investigate advertising effectiveness in various social media platforms in the fashion industry in Egypt. The present study uses a proposed framework to explore online advertising in Egypt. From a theoretical point of view, this study examines the relationship among three groups of factors including attitude towards online ad formats, ad intrusiveness, product involvement and social media ad effectiveness among Egyptian consumers. Design/methodology – The study examines advertising effectiveness in social media in terms of ad attitude and loyalty intent

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Mohamed, Abdelazim Abo El-Naga, Tarek Abd El Azeem Marwa, and Wagdi Abdel-moneam Rana. "Investigating the Impact of Ad Characteristics on Social Media Ad Effectiveness in Egypt: Online Customer Engagement as a Mediator." International Journal of Social Science and Human Research 05, no. 05 (2022): 1844–70. https://doi.org/10.5281/zenodo.6579983.

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<strong>Purpose –</strong> This paper aims to investigate advertising effectiveness in various social media platforms. The present study uses a proposed framework to explore online advertising in Egypt. From a theoretical point of view, this study examines the relationship among three groups of factors including ad characteristics (perceived ad informativeness/ perceived ad entertainment, vividness, interactivity), online customer engagement and social media ad effectiveness among Egyptian consumers. <strong>Design/methodology –</strong> The study examines advertising effectiveness

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شلش, ساره أسامه مرسي حمزة. "Patriotic Advertising: An Opportunity for Resuscitating the Egyptian Economy Rekindling the Egyptian Domestic Brands." المجلة العلمية للبحوث والدراسات التجارية 37, no. 4 (2023): 1633–62. http://dx.doi.org/10.21608/sjrbs.2023.249097.1558.

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7

El Besomey, Dina Ali Mohamed El-Besomey. "The comparative study of advertising American presidency election campaign for both "Barack Obama"- "Donald Trump "via advertising animation film with multimedia." European Journal of Education 5, no. 1 (2022): 25. http://dx.doi.org/10.26417/204tqe93.

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The role of advertising animation film as a political motivate in the contemporary reality strategy through multimedia in the research scale of universal unilateral force" America". and this reflection on the animation industry, which made the US authorities and capital owners as a political motivate towards political trends and political changes within and outside America worldwide , And this impact and reflection of our country Egypt and monitoring the effects and results of modern political changes in the contemporary Egyptian reality, and the need to presence of an national Egyptian defens

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8

Mohamed, Ghada Abdallah, Hebatullah Atef Alakhras, Rasha Ahmed Khalil, and Mohamed Ali Mohamed. "Role of Tourism Advertising Campaigns in Improving Destination Image." Journal of Sustainable Tourism and Entrepreneurship 3, no. 1 (2021): 75–88. http://dx.doi.org/10.35912/joste.v3i1.1223.

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Abstract: Purpose: The current paper aims to study the role of tourism advertising campaigns in improving the destination image and to propose a framework for improving the effectiveness of these campaigns. Research Methodology: This study is a qualitative study and it relied on distributing a questionnaire to a random sample of specialists about advertising campaigns in the tourism sector at the Egyptian Ministry of Tourism. Results: There is a statistically significant effect of advertising campaigns in improving the destination image by defining the type of tourist image and how it can be c

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9

Abdelkader, Ali Ahmed, and Hussein Moselhy Syead Ahmed. "The Impact of Team's Identification Congruence Between Football Celebrities and Fans on Celebrities Credibility, Advertising, and Brand." International Journal of Online Marketing 9, no. 3 (2019): 1–22. http://dx.doi.org/10.4018/ijom.2019070101.

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This research aims to find out and analyze the impact of team's identification congruence between football celebrity and fans on fans' attitudes towards credibility of the celebrity, advertising, and brand in a sample of four major fans groups via social media. A quantitative approach was applied through a questionnaire of 377 football fans in an Egyptian league that was distributed, collected and statistically analyzed. The findings revealed that the fans' attitudes towards credibility of the spokesperson, advertising, and brand are statistically and significantly affected by team's identific

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10

El-Dali, Hosni M. "The Language of Consumer Advertising: Linguistic and Psychological Perspectives." Studies in Linguistics and Literature 3, no. 2 (2019): 95. http://dx.doi.org/10.22158/sll.v3n2p95.

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<em>This study examines the consumer advertising which is directed towards the promotion of some product or service to the public. The study, however, is not meant to exhaust all the aspects of this particular discourse, or present an answer to all the problems it poses. Rather, it aims at uncovering the basic elements of the most pervasive, influential and inescapable discourse of the 21st century; the advertising text. It focuses on the interaction of language, image and layout, and examines advertising persuasive strategies. In doing so, it draws on various linguistic (particularly pr

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11

Mohamed, Ghada Abdallah, Hebatullah Atef Alakhras, Rasha Ahmed Khalil, and Mohamed Ali Mohamed. "Role of tourism advertising campaigns in improving destination image." Journal of Sustainable Tourism and Entrepreneurship 3, no. 2 (2022): 91–104. http://dx.doi.org/10.35912/joste.v3i2.1223.

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Purpose: The current paper aims to study the role of tourism advertising campaigns in improving the destination image and to propose a framework for improving the effectiveness of these campaigns. Research Methodology: This study is a qualitative study and it relied on distributing a questionnaire to a random sample of specialists about advertising campaigns in the tourism sector at the Egyptian Ministry of Tourism. Results: There is a statistically significant effect of advertising campaigns in improving the destination image by defining the type of tourist image and how it can be converted f

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12

Mohamed Kamal El Din, Marwa. "4D Printing to Develop Egyptian Printing, Packaging and Advertising Sectors." International Journal of Artificial Intelligence and Emerging Technology 1, no. 2 (2018): 23–48. http://dx.doi.org/10.21608/ijaiet.2018.181643.

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13

Sadek, Heba. "Social Media Advertising Influence on Users' Responses." International Journal of Online Marketing 11, no. 1 (2021): 1–13. http://dx.doi.org/10.4018/ijom.2021010101.

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This research aims to extend the knowledge of social media advertising by providing a deep understanding of the elements of social networking sites advertising (SNS ad) effectiveness that help create favorable users' responses via their attitude toward empathy expression in the Egyptian context. Qualitative research was developed. Sixteen semi-structured interviews were conducted which were analyzed by using thematic analysis. Findings indicate that the crucial elements that generate an effective SNS ad in Egypt particularly on Facebook are the advertising creativity and simplicity, followed b

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14

Al-Kadi, Tara. "Audience Opinions on Egyptian Television Advertising and Attitudes towards Product Placement." Journal of Marketing Research and Case Studies 2018 (July 3, 2018): 1–15. http://dx.doi.org/10.5171/2018.940661.

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15

Mostafa, Mohamed M. "An Investigation of Egyptian Consumers’ Attitudes Toward Ethical Issues in Advertising." Journal of Promotion Management 17, no. 1 (2011): 42–60. http://dx.doi.org/10.1080/10496491.2011.553776.

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16

Wahba, Gihan Hussein. "Latest Trends in Environmental Advertising Design “Application Study of Egyptian Society”." Procedia - Social and Behavioral Sciences 51 (2012): 901–7. http://dx.doi.org/10.1016/j.sbspro.2012.08.261.

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17

Tayie, Samy Abdul Raouf. "Advertising trends in the Egyptian press after the new economic policy." Gazette (Leiden, Netherlands) 41, no. 1 (1988): 19–36. http://dx.doi.org/10.1177/001654928804100103.

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18

Fakhry, Nancy. "Advertising strategies for maintaining nation brand equity in times of crisis “Egyptian tourism advertising campaigns as a model”." International Design Journal 12, no. 5 (2022): 243–60. http://dx.doi.org/10.21608/idj.2022.260609.

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19

Mostafa, Mohamed M. "An experimental investigation of the Egyptian consumers' attitudes towards surrealism in advertising." International Journal of Consumer Studies 29, no. 3 (2005): 216–31. http://dx.doi.org/10.1111/j.1470-6431.2005.00406.x.

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20

Russell, Mona L. "Beauty Standards in Egypt." Journal of Middle East Women's Studies 17, no. 3 (2021): 366–94. http://dx.doi.org/10.1215/15525864-9306846.

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Abstract The creation of a hybrid beauty in the cartoon sphere and in advertising intersected with popular and consumer culture at a moment when women’s roles in the public sphere were changing. Politically the nation was at a crossroads: the Anglo-Egyptian treaty of 1936 removed most impediments toward Egyptian independence; however, British troops remained in the Suez Canal zone. With respect to economic history, multinationals were expanding in Egypt, while an emerging bourgeoisie worked to establish local industries. With World War II came economic crisis: inflation, profiteering, black ma

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21

khamis, Faten. "Using Segmentation Strategy to Improve the Advertising Campaign For Egyptian Knowledge Bank (EKB)." Journal of Design Sciences and Applied Arts 2, no. 2 (2021): 45–54. http://dx.doi.org/10.21608/jdsaa.2021.31899.1062.

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22

Otaify, Mahmoud, and Mahmoud Fawzy. "Measuring the Impact of Video Advertising on Investment Intention in the Egyptian Exchange." التجارة والتمويل 44, no. 4444 (2024): 0. http://dx.doi.org/10.21608/caf.2024.389698.

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23

Keenan, Kevin L., and Berween Shoreh. "How advertising is covered in the Egyptian press: a longitudinal examination of content." International Journal of Advertising 19, no. 2 (2000): 245–57. http://dx.doi.org/10.1080/02650487.2000.11104797.

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24

Kamal, Dunia Mahmoud, Mona Abdel Rahim, Reham Mohamed Elgindy, and Shimaa Salah Sadek Sedek. "The mutual relationship between society and digital advertising For the Egyptian product development." International Design Journal 15, no. 4 (2025): 38–49. https://doi.org/10.21608/idj.2025.375594.1315.

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25

Judaa, Marah Abu, and Aseel Alshbeekat. "A Contrastive Study of Persuasive Appeals in Online Advertising: Investigating Persuasive Appeals in Jordanian and Egyptian Telecommunication Advertisements During Ramadan." English Language Teaching 17, no. 8 (2024): 21. http://dx.doi.org/10.5539/elt.v17n8p21.

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This research analyzes the persuasive appeals employed by telecommunication companies in Jordan and Egypt during Ramadan, aiming to decipher the interplay of cultural dynamics on advertising strategies. The study investigates the frequencies and types of persuasive appeals utilized by these companies, focusing on the most influential appeals, cross-cultural consistencies, and areas of divergence. The research methodology employs a mixed-method approach. The analysis encompasses a diverse range of appeals, with "Appeal for Price," "Rational," and "Social" emerging prominently. Cultural variatio

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26

Shechter, Relli. "Glocal Mediators: Marketing in Egypt during the Open-Door Era (infitah)." Enterprise & Society 9, no. 4 (2008): 762–87. http://dx.doi.org/10.1017/s1467222700007618.

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This article discusses the business strategies formulated by Egyptian marketers as they established their enterprises to meet new multinational corporations' (MNCs') demand for marketing—research, promotion, and advertising services. This transition occurred during a period of economic liberalization, known locally as the infitah (open-door era), and rapid economic growth, resulting from the regional oil-boom of the early 1970s. Local entrepreneurship and competition for accounts would create a new, “glocal” business environment in Egypt, which concurrently mediated MNCs adaptation to local ec

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27

Burke, Jeffrey C. "Creating the New Egyptian Woman." American Journal of Islam and Society 24, no. 1 (2007): 107–9. http://dx.doi.org/10.35632/ajis.v24i1.1568.

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In this tome, Russell examines four principal foci in her historiographicwork on Egypt: “the rise of capitalism, the development of an indigenousbureaucracy, the creation of a modern educational system, and the evolutionof the nationalist movement” (p. 5). The author compares and contrasts consumptionrates between lower-, middle-, and upper-class Egyptian womenand investigates how western patterns of capitalism paralleled and divergedfrom indigenous urban templates of consumerism. Against this backdrop,she frames women’s education “in a larger struggle for cultural and intellectualhegemony” (p

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Saleh, Miwafy Doha Ali, Sung Wook Shim, and Young Cho. "A Content Analysis of Korean and Egyptian Websites in the Regard of Online Advertising." Advertising Research 129 (June 30, 2021): 29–66. http://dx.doi.org/10.16914/ar.2021.129.29.

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29

Abdel Rahim, Mona. "Digital Awareness Advertising Campaigns against Attempts to Falsify History and Obliterate the Egyptian Identity." International Design Journal 13, no. 5 (2023): 19–29. http://dx.doi.org/10.21608/idj.2023.312386.

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30

Kamel, Noha Ahmed. "Examining the mediating role of celebrity endorsement in green advertisements to improve the intention of Egyptian Millennials towards environmental behaviours in tourist destinations." Tourism & Management Studies 16, no. 4 (2020): 7–21. http://dx.doi.org/10.18089/tms.2020.160401.

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Celebrity-endorsed advertisements have a powerful influence, especially on young generations like millennials. At the same time, green advertising is a growing trend used by many destinations and organisations for environmental protection initiatives. Celebrity endorsement in green advertisement could be a viable solution for many marketers in tourist destinations to engage and support millennials to be eco-friendly during their travels. Hence, the purpose of this study is to investigate the mediating role of using celebrities as endorsers in green ads to influence the intention of Egyptian mi

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Ebeid, Ahmed Yehia. "Investigating the Role of Selected Marketing-Mix Variables in Formatting Corporate Image in Egyptian Market." American Journal of Business and Management 3, no. 4 (2014): 237. http://dx.doi.org/10.11634/216796061706615.

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The current study aims at investigating the relationship between selected marketing-mix variables (i.e., price, advertising, monetary promotion, distribution intensity) and corporate image, in the consumer markets, unlike research that concerned business market, or/and different group of marketing-mix variables, in terms of addressing their expected relationships with corporate image. The questionnaire response rate is approximately 83%. Structural equation modeling was used to investigate the proposed relationships, and the model`s fit as well. Significance of all relationships were verified,

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Abd El-Karim, Ahmed. "Electronic Advertising Content of Egyptian Hotels and its Role in Directing Customer’s towards their Brand." Journal of Association of Arab Universities for Tourism and Hospitality 18, no. 1 (2020): 184–95. http://dx.doi.org/10.21608/jaauth.2020.100016.

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33

Mohamed, Mohamed, Ghada Abdalaa, rasha mohammed khalil, and HEBA atef alakhras. "A proposed methodological framework for the effectiveness of advertising campaigns for the Egyptian tourist destination." International Journal of Tourism and Hospitality Studies 3, no. 1 (1999): 0. http://dx.doi.org/10.21608/ijthsx.2023.169620.1031.

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34

Bassem, Doha. "City Marketing & Urban Branding: A New Way to Identify Egyptian Cities through Creating Positive Public Mental Image." Academic Research Community publication 3, no. 4 (2019): 1. http://dx.doi.org/10.21625/archive.v3i4.534.

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Globalization contains new areas of research that still under development. Among these research is urban branding. It’s an alternative for countries to promote and rebuild their image in order to attract business and tourism. The public mental image is the first engine to, attract develop and improve the place in consumer mind. It is a catalyst picture of urban design and manufacture of urban branding. The paper will study Advertising Campaigns on the Egyptian cities that carries distinctive mental image of its urban (physical, cultural, social, economic and urban elements) at the whole city.

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35

Nicolaou, Argyro. "Archive Fever: Literature, Illegibility, and Historical Method." American Historical Review 125, no. 1 (2020): 112–25. http://dx.doi.org/10.1093/ahr/rhz760.

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Abstract This essay explores the allure of illegibility in the archive. The author adapts methods from literary analysis and visual art in order to decipher an inscrutable fragment from the archive of Greek Egyptian novelist Stratis Tsirkas (1911–1980): a hastily written something on a 1929 film flyer advertising the screening of two Hollywood movies at the Ciné de Paris theater in Cairo. In her attempt to render the text legible, the author reconstructs the moment of the archival fragment’s production by developing a technique called “reverse calligraphy.” This sensory engagement with the arc

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36

Ryzova, Lucie. "Unstable Icons, Contested Histories." Middle East Journal of Culture and Communication 8, no. 1 (2015): 37–68. http://dx.doi.org/10.1163/18739865-00801004.

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This essay discusses the contemporary circulation of digitized historical photographs in the Egyptian online world. On countless Facebook pages and blogs, vintage photographs of multiple genres—including “orientalist” photographs sold in late 19th century to western tourists, early 20th century postcards of the colonial metropolis, advertising shots published in mid-20th century Egyptian magazines, and private family photographs—are being unearthed, reactivated, and assigned with new meanings that are acutely contemporary. “Freed” from the confines of old dusty archives that once constrained t

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Ezzat, Ayah A., Asser Ezz El Din, and Hisham Abdelmoaty. "FOMO and Conformity Consumption: An Examination of Social Media Use and Advertising Online among Egyptian Millennials." OALib 10, no. 06 (2023): 1–15. http://dx.doi.org/10.4236/oalib.1110279.

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Wassif, Sherin Moody. "The Challenges and Opportunities Faced by Egyptian Female Social Media Influencers While Owning and Advertising their Brand." المجلة العلمية لبحوث العلاقات العامة و الإعلان 2024, no. 29 (2024): 1–51. http://dx.doi.org/10.21608/sjocs.2024.382849.

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شرف الدين, احمد عبد التواب عبد. "The Language of Exaggeration in The Egyptian and American Advertising Discourse Comparative Study of the Automobile Ads." مجلة کلية الآداب.جامعة بنها 60, no. 1 (2023): 51–122. http://dx.doi.org/10.21608/jfab.2023.328842.

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Kahla, Aya, and Wael Kortam. "Examining the Impact of Content Marketing on Advertising Effectiveness: A Study on the Egyptian Market for Passenger Automobiles." المجلة العلمية للدراسات التجارية والبيئية 15, no. 2 (2024): 31–83. http://dx.doi.org/10.21608/jces.2024.362016.

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41

Gavrilova, Olga Viktorovna. "Using graphics editors as a means of developing students' creative abilities." Uchenyy Sovet (Academic Council), no. 5 (April 22, 2021): 384–93. http://dx.doi.org/10.33920/nik-02-2105-06.

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This article discusses a very well-known and frequently used technique for an implementation of a variety of artistic projects - a collage created by means of information technology. The article tells about using collage in higher education for teaching graphics, in particular, raster editors. Graphics editors such as Adobe Photoshop or GIMP are included in the Computer Science and Information Technology program. Students get the opportunity to create graphic images regardless of their prior art education. The introduction of the topic "Creating a collage by means of a raster editor" introduce

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42

Ayada, Wesam, and Nourhan Abu Elnaga. "Achieving Total Quality Management in Advertising Design Agencies (Case study on local and international agencies on the Egyptian market)." International Design Journal 13, no. 4 (2023): 91–104. http://dx.doi.org/10.21608/idj.2023.305331.

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Sedek, Shimaa. "The Political Interests of the Live Stream Egyptian Global Ceremonies on YouTube Channel as a Novel Form of Video Digital Advertising." International Design Journal 13, no. 6 (2023): 85–139. http://dx.doi.org/10.21608/idj.2023.318202.

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Abd El Hamid, Prof Dr Talaat Asaad, Samaa Othman Abdel Razzak Othman, and Dr Ahmed Mohamed Mahmoud Elsayed. "The Effect of Creative Advertising on Online Impulsive buying behavior " An Applied Study on the Egyptian Female Consumers of Cosmetics Products"." مجلة راية الدولية للعلوم التجارية 4, no. 14 (2025): 1867–98. https://doi.org/10.21608/rijcs.2025.356069.1258.

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طريفي, علياء عبد السلام عبد اللطيف. "دور الحملات الإعلانية في تعزيز الهوية البصرية لمنتجات الشركات المصرية = The Role of Advertising Campaigns in Preserving the Visual Identity for Egyptian Campaigns Products". مجلة التصميم الدولية 7, № 2 (2017): 297–306. http://dx.doi.org/10.12816/0046576.

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46

Abdel-Moemin, Aly R. "Analysis of the content, colourants, fats, nitrate and nitrite in advertised foods and biological fluids of Egyptian children." British Food Journal 118, no. 11 (2016): 2692–709. http://dx.doi.org/10.1108/bfj-03-2016-0125.

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Purpose The purpose of this paper is to analyse the content and some synthetic food colourants, total fats, nitrate and nitrite in both advertised foods (AF) and serum and urine samples of children (8 to 12 years) and their impact on childrens’ diet and health. Design/methodology/approach Analysis of the content of the AF was done by watching the three Egyptian children’s channels (ECC) for 38 hours. Amaranth, Indigo Carmine, Tartrazine, nitrate and nitrite were analysed in all AF and in serum and urine specimens of children. However, total fats were only analysed in the advertised processed m

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47

Greenland, Fiona R. "Consecration and Materiality." American Behavioral Scientist 65, no. 1 (2018): 140–58. http://dx.doi.org/10.1177/0002764218801063.

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This article focuses on a case of failed consecration: the Egyptian obelisk in New York’s Central Park, commonly known as Cleopatra’s Needle. The obelisk arrived in New York from Alexandria in 1880, with great fanfare. For a brief period, it was the talk of the town: a tourist curiosity and star of advertising campaigns for consumer goods. After an initial surge in public visibility, the monument’s prominence faded. Today, the obelisk is not on the list of New York’s top cultural attractions, and no longer features in media campaigns or political rallies. I ask why the obelisk’s initial popula

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Zaghloul, H. S., and M. D. Rabeh. "Educational media and educational technology within specific education in Egypt and KSA: Challenges and prospects for development." Education and science journal 22, no. 1 (2020): 170–92. http://dx.doi.org/10.17853/1994-5639-2020-1-170-192.

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Introduction. The technological development of media has a growing impact on various spheres of life, including education. New technologies enhance access to information and could affect the quality of training. The term “media education” was developed. Media education implies the study of impact and the use of media (press, television, radio broadcasting, advertising, the Internet with all its applications) not only by specialists in this field, but also by ordinary consumers of information for critical perception and good application. These media tools make the static and passive learning pr

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Kaya, Bayram. "An Examination of the Brand Attitudes of Faculty of Sports Sciences Students Towards Sports Products." Sport Economics Research 1, no. 1 (2024): 1–10. https://doi.org/10.71125/sporteconres.4.

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Branding dates back to ancient times, with early civilizations like the Egyptians, Greeks, Romans, and Chinese sealing items to signify ownership and quality. The modern concept of branding emerged after the Industrial Revolution, as increased population and consumption transformed markets, leading to more retailers. Manufacturers began naming products, securing patents, and using advertising to support their brands. Recently, sports have become crucial for a balanced and healthy lifestyle, preparing individuals psychologically and physiologically. As a global phenomenon, sports gain popularit

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Gohar, Nermin M. "The Lagged Effect of Advertising Expenditures on the Financial Measures of Brand Equity in the Egyptian Context." International Journal of Social Science and Human Research 04, no. 09 (2021). http://dx.doi.org/10.47191/ijsshr/v4-i9-26.

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Abstract:

This research intends to fill the gap in the literature by studying the impact of lagged real advertising expenditures on different perspectives of brand equity in the Egyptian context, which are: Firm-based and Market-based brand equity. The research follows the quantitative research-based approach, with the descriptive explanatory method. Secondary data was collected from firms’ financial reports of sixteen sectors for the period 2013 - 2020 to consider the effect of real advertising expenditures on firm-based and market-based brand equity models. Data was collected from 168 listed companies

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