الفهرس 
Chapter One IntroductionOnly 14 pages are availabe for public view
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Abstract
This research aims to investigate the direct and indirect effects of glocal advertising value, brand awareness, and brand associations through the mediating role of customer attitude towards advertising in Egypt. The study employed a positivism philosophy, deductive approach, and a quantitative research method. A questionnaire was used to collect data from 415 customers of international brands. Structural equation modeling was employed to show the causal relationships between the study variables. Data were analyzed using AMOS 22. Furthermore, the study provides significant practical implications for international brands and advertisers to improve the effects of their advertisements. The research findings showed that antecedents of glocal advertising value (entertainment, informativeness, irritation, credibility) have a significant direct impact on glocal advertising value. Moreover, glocal advertising value has a direct and significant positive impact on customer attitude towards advertising. Additionally, the findings also revealed that customer attitude towards advertising significantly and positively affect brand awareness and brand associations. Further, the results showed that glocal advertising value has a positive direct effect on brand awareness and brand associations. Finally, the results revealed that customer attitude towards advertising fully mediate the relationship between glocal advertising value and brand awareness, brand associations.