{"id":21078,"date":"2025-12-29T21:11:06","date_gmt":"2025-12-29T18:11:06","guid":{"rendered":"https:\/\/su.edu.ye\/voga\/?p=21078"},"modified":"2025-12-29T21:14:34","modified_gmt":"2025-12-29T18:14:34","slug":"phd-degree-awarded-to-mr-abdo-ali-ahmed-al-sufi-in-public-relations-and-advertising","status":"publish","type":"post","link":"https:\/\/su.edu.ye\/voga\/en\/21078\/","title":{"rendered":"PhD Degree Awarded to Mr. Abdo Ali Ahmed Al-Sufi in Public Relations and Advertising"},"content":{"rendered":"

Mr. Abdo Ali Ahmed Al-Sufi \u200e \u200e<\/strong>was awarded a PhD degree in Public Relations and Advertising <\/strong>for his dissertation titled: Marketing Strategies Used in Advertising Local and Foreign Products and Their Relationship to Consumer Preferences for Their Brands<\/em><\/strong>, which was submitted to the Faculty of Mass Communication \u2013 Sana\u2019a University. The dissertation defense was held on Wednesday, December 24, 2025<\/strong>.<\/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

\u00a0<\/em><\/strong><\/p>\n\n\n\n\n\n\n
#<\/strong><\/td>\nCommittee Members<\/strong><\/td>\nDesignation<\/strong><\/td>\nPosition<\/strong><\/td>\n<\/tr>\n
1<\/td>\nProf. Hassan Abdullah Dojrah<\/strong><\/td>\nExternal Examiner<\/td>\nChair<\/td>\n<\/tr>\n
2<\/td>\nProf. Omar Abarin<\/strong><\/td>\nMain Supervisor<\/td>\nMember<\/td>\n<\/tr>\n
3<\/td>\nProf. Abdulrahim Al-Shaweri<\/strong><\/td>\nInternal Examiner<\/td>\nMember<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/p>\n

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

    \n
  • Identify the marketing strategies used in advertising local and foreign products.<\/li>\n
  • Determine the level of Yemeni consumers\u2019 preferences for local and foreign brand names.<\/li>\n
  • Measure the relationship between the marketing strategies used in advertising and consumer brand preferences.<\/li>\n<\/ul>\n

    The study yielded a number of key findings summarized as follows:<\/p>\n

      \n
    • Social media platforms are the most widely used channels in advertising activities for both local and foreign brands.<\/li>\n
    • Informational strategies were most frequently used in service advertisements, while habit-creation strategies were predominant in goods advertisements.<\/li>\n
    • Yemeni consumers\u2019 preferences for local and foreign brands were moderate overall.<\/li>\n
    • Quality and efficiency of foreign products were among the most important factors influencing consumer preference for foreign brands.<\/li>\n
    • There is a significant relationship between product attributes and form strategies and consumer preferences.<\/li>\n<\/ul>\n

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

        \n
      • Improving the quality of local products to enhance their competitiveness with foreign products and better meet consumer needs.<\/li>\n
      • Conducting longitudinal (tracking) studies by companies to monitor changes in consumer brand preferences over time in response to marketing conditions and competition levels.<\/li>\n
      • Undertaking further research on marketing strategies for local and foreign products across different brands and time periods.<\/li>\n<\/ul>\n

        At the end of the dissertation defense session, the PhD Viva-Voce Committee awarded the researcher First-Class Honors, with a recommendation that the dissertation be printed and circulated among other universities.<\/p>\n

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

        \"\" \"\"<\/p>\n