THE EFFECT OF FUNNY E-COMMUNICATIONS ON BRAND EQUITY: A STUDY ON SAUDI HOUSEHOLDSIN THE ELECTRICAL APPLIANCES MARKET

The study assesses the impact of funny communication on the brand equity of famous electrical appliance market. Funny communication is the independent variable, and brand equity—comprising human communication, emotional association, brand recall, and customer awareness—is the dependent variable. The study population consists of all Saudi households in Riyadh, totaling 996.1 thousand in 2022. Data were collected from a purposive sample, with a calculated recommended sample size of 486 households. A fully structured questionnaire was distributed via Google Drive, yielding a 100% response rate. Findings indicate that funny communication has a significant positive impact on all four brand equity components. The study presents several recommendations for decision-makers in famous electrical appliance market in the KSA.