العدد 8 – يوليو/تموز 2026

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(36) George E. Belch, Michael A. Belch, Advertising and Promotion: An Integrated Marketing Communications Perspective, 6th Ed, (MacGraw-Hill, 2003), 77. ) علــي فلاح الزعبــي، عبد العزيز مصطفى أبو نبعه، هندســة الإعلان الفعال: مدخل صناعة 37 ( . 112 - 111 )، ص 2014 الإعلان، (العين، دار الكتاب الجامعي، (38) Emmanuel Mogaji, Introduction to Advertising Understanding and Managing the Advertising Process, (London: Routledge, 2021): 16. (عمان، دار 2 ) زكريا أحمد عزام وآخرون، مبادئ التسويق الحديث بين النظرية والتطبيق، ط 39 ( . 370 )، ص 2009 المسيرة للنشر والتوزيع والطباعة، (40) David Vrtana, Anna Krizanova, “The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship,” Sustainability 2023, Vol. 15, No. 18, (September 6, 2023): 13337. (41) Maria Gomez Albrecht et al., Principles of Marketing, (Houston, Texas: Rice University, 2023), 478-479. (42) Ibid. (43) Philip Kotler, Gary Armstrong, Principles of Marketing, 17th Ed, (London: Pearson, 2018), 453. . 370 ) عزام وآخرون، مبادئ التسويق الحديث بين النظرية والتطبيق، مرجع سابق، ص 44 ( (45) Ilwoo Hwang et al, Competitive Advertising and Pricing, June 5, 2019, “accessed on April 23, 2026”. https://tinyurl.com/yejdde4s. (46) Albrecht et al, Principles of Marketing, op, cit. (47) Kaylene Williams, Robert Page, “Comparative Advertising as a Competitive Tool,” Journal of Marketing Development and Competitiveness, Vol. 7, No. 4, (January 2013): 51. (48) Yakup Durmaz, “A Theoretical Approach to the Concept of Advertising in Marketing,” International Journal of Economics and Research (IJER), Vol. 2, No. 6, (November- December 2011): 3. (49) Harry Tipper et al, The principles of Advertising: A Text-book, (New York: The Ronald Press, 1920): 300.

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