Abstract
Researchers have noted that the visible progress of online advertising is not as actual as compared to the substantial amount of effort and resources advertisers have devoted into advertising through the digital medium. In view of these challenges, attention has been drawn to the need to examine the role of the dynamism of the antecedents which shape the awareness and performances of brand particularly in the Arab world. Therefore, based on this study’s review, the importance and impacts of attitude towards online banner advertisements as an antecedents were identified. Similarly, in situating the antecedent within the model of persuasive hierarchy framework the study was able to explain the impact of awareness on brand performance. In conclusion, the study reviews have highlighted the significance of information on where online banner advertising campaigns should focus, which in turn affords for successful brand. DOI: 10.5901/mjss.2016.v7n3s1p81
Highlights
The penetration of online activities into business and marketing dealing has being significantly changing and impacting consumers and brand relationship
Researchers have recorded that the visible progress of online advertising is not as actual (Cottle, 2011) as compared to the substantial amount of effort and resources advertisers have devoted into advertising through the digital medium
There is a researchable gap in the context of discerning and assessing the impacts of online advertisement on brand awareness, which is relatively new in the Arab world
Summary
The penetration of online activities into business and marketing dealing has being significantly changing and impacting consumers and brand relationship. There is a researchable gap in the context of discerning and assessing the impacts of online advertisement on brand awareness, which is relatively new in the Arab world. Stressing the impacts of some of the online advertisements antecedents, Choi and Rifon (2002) note that the abundant online advertisement information available to consumers pose a possible challenge to brand credibility and the eventual awareness. Substantial amount of works have been done to study the impacts of online advertising but very little attention on the impact of consumers’ attitudes towards online advertising on the brand awareness, in view of the fact that brand equity has emerged as a worthy concept to investigate when considering audience behavior change (Jarvis, Rhodes, Deshpande, Berry, Chulak-Bozzer, Faulkner, & Latimer-Cheung, 2014). There are concerns from scholars on the influence of these antecedents
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
