A survey on critical factors influencing new advertisement methods

Azad, Naser; Zarifi, Seyed Fovad; Hozori, Somayeh; Hashemi, Shahram

doi:10.5267/j.msl.2012.12.014

Cited by 5 publications

(3 citation statements)

References 13 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Ghorbanifard et al (2014) studied the impacts of various factors including brand awareness, quality perception, brand associate and brand loyalty on developing tourism economy. Azad et al (2013) investigated the effect of new methods of advertisement in product development. In their study, there were six important factors impacting in product development, including modern advertisement techniques, emotional impact, strategy of market leadership, pricing strategy, product life chain and supply entity.…”

Section: Introductionmentioning

confidence: 99%

A study on the effects of advertisement on brand equity: Evidence from mobile industry

Nasr¹,

Akbar²,

Aghaalikhani³

2014

10.5267/j.msl

View full text Add to dashboard Cite

This paper presents an empirical investigation to study the effects of advertisement on brand equity. The study has accomplished on two well-known brands in mobile providers in city of Tehran, Iran. The study uses Aaker's model to examine the effects of advertisement on various factors such as brand awareness, quality perception, brand loyalty and brand associate. The study also investigates the effects of brand awareness, quality perception and brand associate on brand loyalty. The results of our survey have concluded that advertisement could influence on some of the components of brand equity, significantly. For the first case study of this survey, Irancell, advertisement influences on brand awareness, brand quality and brand associate, significantly. In addition, brand awareness and brand loyalty also influence on brand quality and brand equity, positively. For the second case study of this survey, Mobile Telecommunication Company of Iran, the effects of advertisement on brand equity, brand awareness and brand associate have been confirmed. Moreover, brand awareness and brand quality influence on brand loyalty, positively. In addition, brand loyalty influences positively on brand equity.

show abstract

Section: Introductionmentioning

confidence: 99%

A study on the effects of advertisement on brand equity: Evidence from mobile industry

Nasr¹,

Akbar²,

Aghaalikhani³

2014

10.5267/j.msl

View full text Add to dashboard Cite

show abstract

“…This paper presents an empirical survey to investigate different factors influencing brand development using factor analysis, which has recently become a popular method. For instance, Azad et al (2013) studied the effect of new techniques of advertisement in product development. They designed a questionnaire for one of Iranian soft drink producers, which consisted of 274 questions in Likert scale and used factor analysis to investigate the results.…”

Section: Introductionmentioning

confidence: 99%

A factor analysis to find critical success factors in retail brand

Azad¹,

Zarifi²,

Hozouri³

2013

msl

Self Cite

View full text Add to dashboard Cite

The present exploratory study aims to find critical components of retail brand among some retail stores. The study seeks to build a brand name in retail level and looks to find important factors affecting it. Customer behavior is largely influenced when the first retail customer experience is formed. These factors have direct impacts on customer experience and satisfaction in retail industry. The proposed study performs an empirical investigation on two well-known retain stores located in city of Tehran, Iran. Using a sample of 265 people from regular customers, the study uses factor analysis and extracts four main factors including related brand, product benefits, customer welfare strategy and corporate profits using the existing 31 factors in the literature.

show abstract

“…This paper presents a survey to study various factors affecting brand development using factor analysis, which has recently become a popular method. For example, Azad et al (2013) investigated the impact of new methods of advertisement in product development. Azad and Masoumi (2013) presented important factors impacting competitive advantage.…”

Section: Introductionmentioning

confidence: 99%

A factor analysis to detect factors influencing building national brand

Azad¹,

Hozouri²,

Zarifi³

et al. 2013

msl

Self Cite

View full text Add to dashboard Cite

Developing a national brand is one of the most important issues for development of a brand. In this study, we present factor analysis to detect the most important factors in building a national brand. The proposed study uses factor analysis to extract the most influencing factors and the sample size has been chosen from two major auto makers in Iran called Iran Khodro and Saipa. The questionnaire was designed in Likert scale and distributed among 235 experts. Cronbach alpha is calculated as 84%, which is well above the minimum desirable limit of 0.70. The implementation of factor analysis provides six factors including "cultural image of customers", "exciting characteristics", "competitive pricing strategies", "perception image" and "previous perceptions".

show abstract

A survey on critical factors influencing new advertisement methods

Cited by 5 publications

References 13 publications

A study on the effects of advertisement on brand equity: Evidence from mobile industry

A study on the effects of advertisement on brand equity: Evidence from mobile industry

A factor analysis to find critical success factors in retail brand

A factor analysis to detect factors influencing building national brand

Contact Info

Product

Resources

About