• Masoumeh Fardi Islamic Azad University


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.

Biografia do Autor

Masoumeh Fardi, Islamic Azad University

Department of Marketing, Faculty of Management, Gazvin Branch, Islamic Azad University, Gazvin, Iran.


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