Transnational Marketing Journal

ISSN: 2041-4684 | e-ISSN: 2041-4692

Impact of Advertising Strategies on Developing Brand Awareness: Role of Cultural Differences

Abbas N Albarq
School of Business, Management Department, King Faisal University, Saudi Arabia
Shishi Kumar A/L Piaralal
Open Univeristy Malayisa, Menara OUM, Block C, Kelana Center Point, Kelana Jaya, Malaysia
Muhammad Awais Bhatti
School of Business, Management Department, King Faisal University, Saudi Arabia
Ahmad Zainal Abidin Bin Abd Razak
Universiti Pendidikan Sultan Idris, Malaysia
Keywords: Brand Awareness, Culture, Advertising, Repeated Exposure, PLS.

Abstract

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.

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Keywords

marketingCOVID-19brandingMarketingconsumer behaviourIndiaCovid-19Coronavirusrefugeesconsumersblockchaincustomer-orientationGeneration Yretailsocial mediaEmerging marketsdiasporaidentitySMEbrandUAESMSfoodMexico