{"id":19084,"date":"2026-06-19T05:38:05","date_gmt":"2026-06-19T05:38:05","guid":{"rendered":"https:\/\/su.edu.ye\/ci\/?p=19084"},"modified":"2026-06-19T05:39:19","modified_gmt":"2026-06-19T05:39:19","slug":"phd-degree-awarded-to-ms-mithaq-al-saadi-in-public-relations-and-advertising","status":"publish","type":"post","link":"https:\/\/su.edu.ye\/ci\/en\/19084\/","title":{"rendered":"PhD Degree Awarded to Ms. Mithaq Al-Saadi in Public Relations and Advertising"},"content":{"rendered":"

AdvertisingPhD Degree Awarded to Ms. Mithaq Al-Saadi in Public Relations and Advertising<\/p>\n

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\u2013Sana\u2019a University. The dissertation defense was held on Monday, June 15, 2026.<\/p>\n

The dissertation was awarded First-Class Honors, with a recommendation for publication and circulation among universities.<\/p>\n

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:<\/p>\n

 <\/p>\n

#<\/p>\n

Committee Members<\/p>\n

Designation<\/p>\n

Position<\/p>\n

1<\/p>\n

Prof. Hassan Abdullah Dajrah<\/p>\n

External Examiner<\/p>\n

Chair<\/p>\n

2<\/p>\n

Prof. Omar Abreen<\/p>\n

Main Supervisor<\/p>\n

Member<\/p>\n

3<\/p>\n

Prof. Abdulrahim Al-Shaweri<\/p>\n

Internal Examiner<\/p>\n

Member<\/p>\n

 <\/p>\n

The dissertation aimed to:<\/p>\n

Examine the nature of the stereotypical image associated with local (Yemeni) and foreign (American) products.<\/p>\n

Assess the extent to which these perceptions influence the consumer behavior of Yemeni women.<\/p>\n

The study yielded several key findings summarized as follows:\u200e<\/p>\n

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.<\/p>\n

Yemeni women generally held positive perceptions of the attributes of local products, while their evaluation of foreign products was largely neutral.<\/p>\n

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.<\/p>\n

Consumer attitudes toward local products were predominantly positive, while attitudes toward foreign products remained neutral.<\/p>\n

Consumption response rates for local products were high, whereas the consumption of foreign products showed a noticeable decline.<\/p>\n

In light of these findings, the researcher recommended the following:<\/p>\n

Developing marketing strategies that respond effectively to the consumption needs and preferences of Yemeni women.<\/p>\n

Relying on consumer behavior research to predict consumption trends and market dynamics.<\/p>\n

Strengthening the competitive position of national products in the marketplace.<\/p>\n

The dissertation defense was attended by a number of academics, researchers, and specialists, students, colleagues, and the researcher\u2019s family.<\/p>\n

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