PhD Degree Awarded to Ms. Mithaq Al-Saadi in Public Relations and Advertising

AdvertisingPhD Degree Awarded to Ms. Mithaq Al-Saadi in Public Relations and Advertising

Ms. Mithaq Saleh Abdullah Al-Saadi was awarded a PhD degree with distinction in Public Relations and Advertising for her dissertation titled: The Stereotypical Image of Local and Foreign Products and Its Impact on Consumer Behavior of Yemeni Women: A Survey Study, which was submitted to the Faculty of Mass Communication–Sana’a University. The dissertation defense was held on Monday, June 15, 2026.

The dissertation was awarded First-Class Honors, with a recommendation for publication and circulation among universities.

The PhD Viva-Voce Committee, which was formed based on a resolution issued by the Graduate Studies and Scientific Research Council, consisted of the following:

 

#

Committee Members

Designation

Position

1

Prof. Hassan Abdullah Dajrah

External Examiner

Chair

2

Prof. Omar Abreen

Main Supervisor

Member

3

Prof. Abdulrahim Al-Shaweri

Internal Examiner

Member

 

The dissertation aimed to:

Examine the nature of the stereotypical image associated with local (Yemeni) and foreign (American) products.

Assess the extent to which these perceptions influence the consumer behavior of Yemeni women.

The study yielded several key findings summarized as follows:‎

Salespersons were among the most influential sources shaping the stereotypical image of local products, whereas social media platforms were the primary source influencing perceptions of foreign products.

Yemeni women generally held positive perceptions of the attributes of local products, while their evaluation of foreign products was largely neutral.

Product quality ranked as the most influential factor affecting consumer behavior toward both local and foreign products, followed by product price, whereas the experiences of others had the least influence.

Consumer attitudes toward local products were predominantly positive, while attitudes toward foreign products remained neutral.

Consumption response rates for local products were high, whereas the consumption of foreign products showed a noticeable decline.

In light of these findings, the researcher recommended the following:

Developing marketing strategies that respond effectively to the consumption needs and preferences of Yemeni women.

Relying on consumer behavior research to predict consumption trends and market dynamics.

Strengthening the competitive position of national products in the marketplace.

The dissertation defense was attended by a number of academics, researchers, and specialists, students, colleagues, and the researcher’s family.