Julinawati Suanda
Thumbnail Image
Preferred name
Julinawati Suanda
Official Name
Suanda, Julinawati
Alternative Name
Suanda, J.
Suanda, Julinawati
Main Affiliation

Research Output

Filters

2
Reset filters

Settings
Now showing 1 - 2 of 2
  • Publication
    Does visual appeal moderates the impact of attitude towards advertising on brand attitude, attachment and loyalty?
    (Universidade Nove de Julho (Uninove), 2023)
    Muhammad Sufyan Ramish
    ;
    Muhammad Qamar Zia
    ;
    Ummi Naiemah Saraih
    ;
    Junaid Ansari
    ;
    Julinawati Suanda
    Purpose – The aim of this study is to investigate the influence of consumers’ attitude towards advertising on brand attitude, brand loyalty and brand attachment. The study delineates two pathways; the first is an indirect link of attitude towards advertising on brand attachment and brand loyalty through brand attitude, while the second pathway focuses on the moderating role of visual appeal of stock photography on the relationship between attitude towards advertising, brand attitude, brand loyalty and brand attachment. Design/methodology/approach – The data of study were gathered in two-time lags from 431 customers of Islamic banks in Pakistan. The proposed hypotheses were examined using structural equation modeling. Findings – The finding of the study revealed that attitude towards is indirectly related to brand loyalty and brand attachment through brand attitude. The study also found that attitude towards advertising is positively related to brand attitude, brand loyalty and brand attachment and these paths also moderated by visual appeal of stock photography. Practical implications- The paper provides guidelines to the advertiser and management of Islamic banks to decide to attract more customers with low cost by focusing on visual appeal of stock photography.  Originality/value – Previous studies have overlooked the potential influence of attitude towards advertising on brand loyalty and brand attachment through brand attitude. The current study addresses this gap by examining brand attitude as a mediator between these relationships. The study also explored the moderating role of visual appeal in explaining the consumers’ attitude towards advertising and brand.
  • Publication
    Impact of meme advertising on brand equity
    ( 2022-06)
    Muhammad Sufyan Ramish
    ;
    Ummi Naiemah Saraih
    ;
    Julinawati Suanda
    ;
    Junaid Ansari
    This study has inspected the design of the meme advertising on brand equity among the population of Pakistan and dug into how meme advertising can influence the brand among the target population and if they create a negative or positive effect among them in ultimately enhancing the brand equity. The participants who participated in this research by filling out the survey form were 211, in which 118 were females and 93 were males. These respondents were the ones who are active on social media in Pakistan. These respondents were given a google survey form which consisted of a meme of a renowned brand and questions related to that particular meme and brand. The responses collected from the survey were used further in performing a statistical test on it through Smart PLS. The result obtained from Smart PLS showed that attitude towards meme advertisement mediates between visual appeal and attitude towards brand, attitude towards meme advertisement mediates between entertainment and attitude towards brand, attitude towards meme advertisement mediates between creativity of meme advertisement and attitude towards brand and attitude towards brand mediates between attitude towards meme advertisement and brand equity. Results are further discussed to construct the validity of meme advertising. These findings suggest that meme advertising do have an effect on brand equity, SmartPls approach was used in this research study to judge the conceptual model and hypothesis on the basis of different statistical tests. The research was done on the population of active social users of Pakistan that are forty-six million. The survey has a sample size of 385.
      51  1