Examining the effect of TV advertising appeals on brand attitudes and advertising efforts in Iran

Abstract

PurposeIn recent years, increasing competition in communicational network of Iran has led to attracting more attention to marketing and particularly, advertising activities. The aim of this paper is to examine the effect of TV advertising appeals of communication companies (in this study, MTN Irancell Company) on customers' attitude towards their advertising efforts and their brand.Design/methodology/approachThe aim was achieved through an empirical study involving a survey. Of 400 questionnaires sent out, 384 were returned. The dataset from the sample underwent series of statistical analyses, i.e. reliability test, factor analyses (exploratory and confirmatory) and structural equation modelling (SEM).FindingsFactor analyses extracted seven dimensions, i.e. one‐sided appeal, two‐sided appeal, humour appeal, fear appeal, comparative appeal, attitude toward advertising and brand attitude. All related indicators manifested their constructs, respectively. The results show that there is a positive, direct, and significant relationship between: advertising appeals and attitude towards advertising; advertising appeals and brand attitude; and attitude towards advertising and brand attitude.Originality/valueThe paper empirically justified the interrelationship among advertising appeals, attitude toward advertising and brand attitude in an integrated model. Communication companies may find this paper useful as perceptual measures can be empirically substantiated using SEM.

An examination of the interplay between country-of-origin, brand equity, brand preference and purchase intention toward global fashion brands

“…As shown in Table 3, all of the four paths specified in the hypothesised model are found to be statistically significant. When critical ratios are in the range of -1.96 to 1.96, the hypothesis (H 0 ) will be rejected (Asadi et al, 2014;Feiz et al, 2013;Hair et al, 1998).…”

Investigating the Effect of Rational and Emotional Advertising Appeals of Hamrahe Aval Mobile Operator on Attitude towards Advertising and Brand Attitude (Case Study: Student Users of Mobile in the Area of Tehran)

“…Two-sided messages work best with an educated audience that tends to make informed choices like industrial buyers. The order in which the views are presented in a two-sided appeal can affect the impact of each message depending upon the audience characteristics (Feiz et al, 2013). Comparative advertising is an advertisement in which a particular product, or service, specifically mentions a competitor by name for the express purpose of showing why the competitor is inferior to the product naming it.…”

“…Comparative advertising, also referred to as 'knocking copy', is loosely defined as advertising where "the advertised brand is explicitly compared with one or more competing brands and the comparison is oblivious to the audience (Feiz et al, 2013).…”

“…Companies hope that customers will purchase their products/services due to the advertisements, which deliver messages about a certain brand and its products/services. Of all marketing weapons, advertising is widely known for its long lasting impact on viewer's mind (Feiz et al, 2013). Companies cannot make dream to be well known brands until they invests in their promotional efforts, for which consumer market is dominating through advertisements (Hussainy et al, 2008).…”

Determinants of word-of-mouth communication and purchase intention of trade offices in kish Island (Case of Mica Mall)

“…opinion seekers. Opinions leaders are interested in particular product fields, make an effort to expose themselves to mass media sources, and are trusted by opinion seekers to provide knowledgeable advice (Walker, 1995;Feiz et al, 2013). Research has found that early adopters (not always, but often opinion leaders) who had satisfactory experience with automobile diagnostic centers led to positive WOM.…”