INVESTIGATE THE ROLE OF ADVERTISING APPEALING IN BRAND ATTITUDE AND CUSTOMER BEHAVIOR

被引：0

作者：

Fardi, Masoumeh ^{[1
]}

机构：

[1] Islamic Azad Univ, Dept Mkt, Gazvin Branch, Fac Management, Gazvin, Iran

来源：

HUMANIDADES & INOVACAO | 2021年 / 8卷 / 31期

关键词：

advertising appealing; rational appealing; emotional appealing; customer behavior; brand attitude; EMOTIONAL APPEALS; EQUITY; IMPACT; ATTACHMENT; PURCHASE;

D O I：

暂无

中图分类号：

C [社会科学总论];

学科分类号：

03 ; 0303 ;

摘要：

This study was conducted to investigate the role of advertising appealing in brand attitude and customer behavior. This is a case study in which Pegah Brand's advertising appealing effects on their customer behavior and brand attitude were investigated. Samples were 400 people who were Pegah customer from Tehran's district 2. In this survey study, different research tools were used to collect data. Pearson correlation analysis, independent t-test and Structural Equation Modeling (SEM) were used to analyze the data. The results showed that emotional advertising appealing and rational advertising appealing have a significant effect on brand attitude and customer behavior. The results also showed that there is a meaningful different between men and women brand attitude and customer behavior in terms of receiving effect from emotional and rational advertising appealing. The results suggest that Pegah company should consider emotional and rational advertising appealing when they run an advertisement.

引用

页码：293 / 305

页数：13

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