THE EFFECT OF FUNNY E-COMMUNICATIONS ON BRAND EQUITY: A STUDY ON SAUDI HOUSEHOLDSIN THE ELECTRICAL APPLIANCES MARKET

Avtorji

  • Omar Mohammed Ali Naqrash
  • Saud Abdulla Alsahli
  • Iyad A. Al-Nsour
  • Eman Abdelhameed Hasnin

DOI:

https://doi.org/10.52152/801138

Ključne besede:

Funny Content, E-Marketing Communications, Funny Message, Saudi Household, Electrical Appliances.

Povzetek

The study assesses the impact of funny communication on the brand equity of famous electrical appliance market. Funny communication is the independent variable, and brand equity—comprising human communication, emotional association, brand recall, and customer awareness—is the dependent variable. The study population consists of all Saudi households in Riyadh, totaling 996.1 thousand in 2022. Data were collected from a purposive sample, with a calculated recommended sample size of 486 households. A fully structured questionnaire was distributed via Google Drive, yielding a 100% response rate. Findings indicate that funny communication has a significant positive impact on all four brand equity components. The study presents several recommendations for decision-makers in famous electrical appliance market in the KSA.

 

Prenosi

Objavljeno

2025-08-25

Številka

Letn. 23 Št. S4 (2025)

Rubrika

Article

Licenca

Avtorske pravice (c) 2025 Lex localis - Journal of Local Self-Government

Creative Commons licenca

To delo je licencirano pod Creative Commons Priznanje avtorstva-Nekomercialno-Brez predelav 4.0 mednarodno licenco.

Kako citirati

THE EFFECT OF FUNNY E-COMMUNICATIONS ON BRAND EQUITY: A STUDY ON SAUDI HOUSEHOLDSIN THE ELECTRICAL APPLIANCES MARKET. (2025). Lex Localis - Journal of Local Self-Government, 23(S4), 3749-3769. https://doi.org/10.52152/801138

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