مجلة الاقتصاد وادارة الاعمال
Volume 10, Numéro 1, Pages 102-117
2026-06-10

The Contribution Of Teaser Advertising To Providing A Positive Perception Of The Algérie Télécom Brand



Authors : Doubal Mohammed . Aissa Kadda .

Abstract

This research investigates the impact of teaser advertising for new products on brand image construction via four dimensions: ambiguity, gradual disclosure, emotional arousal, and social engagement. A descriptive analytical approach was used, targeting service customers exposed to Algérie Télécom teaser ads. A stratified random sample of 468 participants yielded 454 valid questionnaire responses (97% response rate). Data analysis employed structural equation modeling with partial least squares (SEM-PLS) via Smart PLS 4.0.1, including stability, validity tests, and hypotheses testing. Results showed significant positive effects of all dimensions on mental imagery (R² = 0.578). Gradual disclosure had the strongest impact (0.252), followed by emotional arousal (0.225), ambiguity (0.184), and social engagement (0.149). Recommendations include integrating gradual disclosure and emotional elements in teaser campaigns, fostering social involvement, and training marketing teams to boost new product marketing effectiveness.

Keywords

teaser advertising ; positive brand perception ; brand mental image ; Progressive Detection ; Emotional arousal

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