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@article{190984,
        author = {Aya Fadhil Al Hasni and Arwa Ali Al Madhani and Sara Ahmed Al Hamdani and Gaurav Aggrawal},
        title = {Sustainable Marketing Communication to Boost Brand Authenticity: A Study with Reference to Fragrance Industry Al Khanjar},
        journal = {International Journal of Innovative Research in Technology},
        year = {},
        volume = {12},
        number = {no},
        pages = {6-10},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=190984},
        abstract = {This study presents an advertising campaign analysis for Al Khanjar for Incense and Perfumes, a brand that blends traditional Omani heritage with modern luxury fragrances. The campaign focuses on promoting a signature incense or perfume during Oman’s National Day, aiming to enhance brand awareness, emotional connection, and purchase intention. Using emotionally driven creative appeals rooted in national pride, cultural identity, and authenticity, the advertisement positions Al Khanjar as a premium and culturally significant brand. The campaign employs a visually rich print poster as the primary medium, strategically placed in high-traffic locations such as malls, airports, and cultural centres to maximize exposure. Targeting middle- and upper-income consumers aged 18–45, the message integrates emotional, persuasive, and informative appeals supported by a limited-time promotional offer. The AIDA model underpins the campaign strategy, guiding consumers from attention to action. Overall, the campaign is expected to strengthen brand recall, enhance engagement, and drive sales while reinforcing Al Khanjar’s identity as an authentic and prestigious Omani fragrance brand.},
        keywords = {.},
        month = {},
        }