INVESTIGATE THE ROLE OF ADVERTISING APPEALING IN BRAND ATTITUDE AND CUSTOMER BEHAVIOR
Resumen
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.
Citas
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Ahmandvand, F., & Sardari, A. (2014). Investigating the impact of brand equity on consumer responses. Business Strategies, 21 (4). [in Persian]
Arens, W. F. (2002). Contemporary advertising. Tata McGraw-Hill Education.
Asadi, A., Khazaei, J., & Tavakoli, H. (2017). The impact of brand personality fit on brand attitude and perceived value components. Business Management Perspective, 31, 49-64. [in Persian]
Assael, H., & Kamins, M. A. (1989). Effects of appeal type and involvement on product disconfirmation: A cognitive response approach through product trial. Journal of the Academy of Marketing Science, 17(3), 197-207.
Bartikowski, B., Laroche, M., & Richard, M. O. (2019). A content analysis of fear appeal advertising in Canada, China, and France. Journal of Business Research.
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Berkman, H. W., & Gilson, C. C. (1986). Consumer behavior: Concepts and strategies. Thomson South-Western.
Buil, I., Martínez, E., & De Chernatony, L. (2013). The influence of brand equity on consumer responses. Journal of consumer marketing, 30(1), 62-74.
Chan, F. Y., Chan, H. F., & Tang, F. (2017). The effect of perceived advertising effort on brand perception: implication for retailers in Hong Kong. The International Review of Retail, Distribution and Consumer Research, 27(1), 78-93.
De Vries, J., Roy, D., & De Koster, R. (2018). Worth the wait? How restaurant waiting time influences customer behavior and revenue. Journal of Operations Management, 63, 59-78.
Dens, N., & De Pelsmacker, P. (2010). Consumer response to different advertising appeals for new products: The moderating influence of branding strategy and product category involvement. Journal of Brand Management, 18(1), 50-65.
Dolbec, P. Y., & Chebat, J. C. (2013). The impact of a flagship vs. a brand store on brand attitude, brand attachment and brand equity. Journal of Retailing, 89(4), 460-466.
Franken, J. R., Pennings, J. M., & Garcia, P. (2014). Measuring the effect of risk attitude on marketing behavior. Agricultural economics, 45(5), 525-535.
Hashemi, H. (2014). A Comparative Study of the Impact of Irancell and First Mobile Television Advertising Appealings on Attitude to Brand and Brand and Attitude to Advertising (Case Study: Mobile User Students in Shiraz). Journal of Shahed University Business Strategies, 21 (3), 25-37. [in Persian]
Huertas, M. K. Z., & Campomar, M. C. (2009). Rational and emotional appeals in advertising of prescription medicines: study of a slimming drug in Brazil. Innovative Marketing, 5(4), 80-88.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Khan, R., & Sindhu, S. (2015). An Investigation of Advertising Appeal on Consumer Response in Service Advertising. Management Studies and Economic Systems, 54(2518), 1-12.
Khodad-Hosseini, S. M., Sameei, N., & Ahmadi, P. (2017). The impact of social media marketing on consumer behavior: Investigating the role of brand equity, brand relationship quality, and brand attitude. Journal of Consumer Studies, 5 (1), 37-59. [in Persian]
Khoshneshan, M., & Nazarpanahi, M. (2009). Analyzing the Psychorational and Social Differences of Men and Women in Their Driving Character. First National Conference on Road and Road Accidents. Tehran. Received from Cilivica.. [in Persian]
Kim, J. H., & Hyun, Y. J. (2011). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial marketing management, 40(3), 424-438.
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Kulkarni, A. (2009). Impact of endorser and message appeal on the success of an online AIDS PSA. Thesis, Louisiana State University, Agricultural and Mechanical Collage.
Lerman, D. (2006). Consumer politeness and complaining behavior. Journal of Services Marketing, 20(2), 92-100.
Lin, C. H., (2008). Marketing management. 4th Ed., Taipei: Hwan Tai Publishing Co. Ltd.
Lin, L. Y. (2011). The impact of advertising appeals and advertising spokespersons on advertising attitudes and purchase intentions. African Journal of Business Management, 5(21), 8446-8457.
Maloney, E. K., Lapinski, M. K., & Witte, K. (2011). Fear appeals and persuasion: A review and update of the extended parallel process model. Social and Personality Psychology Compass, 5(4), 206-219.
Masoudi Pour, S., & Kheiri, B. (2013). Desired Promotional Appealings in Social Marketing of Charity Based on Quranic Teachings. Strategic Management Thought, 8 (1), 67-97. [in Persian]
Mazodier, M., & Merunka, D. (2014). Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products. Journal of Business Research, 67(7), 1552-1558.
Mohamadi Shafei, M., & Ahmadzade, S. (2016). The impact of organizational agility and corporate social responsibility on brand image. Journal of Brand Management, 5 (9), 49-71. [in Persian]
Nabeel, M. (2012). Effects of advertising appeals on consumer brand perception. Journal of Brand Management.
Nalchi Kashi, A., Rasoulian, M., & Bujari, H. (2012). Investigating Consumer Behavior Toward External Brands versus Domestic Brands. Quarterly Journal of Development and Change Management, 8, 47-56. [in Persian]
Ness, A. M., Johnson, G., Ault, M. K., Taylor, W. D., Griffith, J. A., Connelly, S., ... & Jensen, M. L. (2017). Reactions to ideorational websites: The impact of emotional appeals, credibility, and pre-existing attitudes. Computers in Human Behavior, 72, 496-511.
Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of marketing, 74(6), 1-17.
Percy, L. (2016). Strategic advertising management. Oxford University Press.
Sadeghi, M., Fakharyan, M., Dadkhah, R., Khodadadian, M. R., Vosta, S. N., & Jafari, M. (2015). 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). International Journal of Asian Social Science, 5(4), 233-244.
Safarzadeh, H., Kheiri, B., & Aga Seid-Aga, R. (2011). Investigating the effect of contextual factors, brand loyalty and brand change on young consumers' purchase decision. Journal of Marketing Management, 10, 65-94. [in Persian]
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior. Pearson Education International Press.
Septianto, F., & Tjiptono, F. (2019). The interactive effect of emotional appeals and past performance of a charity on the effectiveness of charitable advertising. Journal of Retailing and Consumer Services, 50, 189-198.
Shafizadeh, H., Seyyedi, S. I., & Gasemi Dolarestani, I. (2013). Providing a conceptual model of consumer behavior in e-shopping. Journal of Marketing Management, 19, 13-30. [in Persian]
Sheth, J. N., Mittal, B., Newman, B. I., & Sheth, J. N. (2004). Customer behavior: A managerial perspective. Thomson South-Western, Mason, OH, United States.
Su, X., & Zhang, F. (2008). Strategic customer behavior, commitment, and supply chain performance. Management Science, 54(10), 1759-1773.
Tajik, Esmaeli, S., & Moradi, S. (2018). The relationship between commercial television advertising and consumer product selection. Journal of Media, 29 (1), 80-112. [in Persian]
Vakratsas, D., & Ambler, T. (1999). How advertising works: what do we really know?. Journal of marketing, 63(1), 26-43.
Vincent, A. M., & Dubinsky, A. J. (2005). Impact of fear appeals in a cross-cultural context. Journal of Euromarketing, 14(1-2), 145-167.
Xiong, L., & King, C. (2019). Aligning employees’ attitudes and behavior with hospitality brands: The role of employee brand internalization. Journal of Hospitality and Tourism Management, 40, 67-76.
Yu, Q., Allon, G., & Bassamboo, A. (2016). How do delay announcements shape customer behavior? An empirical study. Management Science, 63(1), 1-20.
Ahmandvand, F., & Sardari, A. (2014). Investigating the impact of brand equity on consumer responses. Business Strategies, 21 (4). [in Persian]
Arens, W. F. (2002). Contemporary advertising. Tata McGraw-Hill Education.
Asadi, A., Khazaei, J., & Tavakoli, H. (2017). The impact of brand personality fit on brand attitude and perceived value components. Business Management Perspective, 31, 49-64. [in Persian]
Assael, H., & Kamins, M. A. (1989). Effects of appeal type and involvement on product disconfirmation: A cognitive response approach through product trial. Journal of the Academy of Marketing Science, 17(3), 197-207.
Bartikowski, B., Laroche, M., & Richard, M. O. (2019). A content analysis of fear appeal advertising in Canada, China, and France. Journal of Business Research.
Bashir, H., & Hatami, A. (2017). Investigating the Role of Television Commercials in Promoting Lifestyle. Media and Culture. Humanities and Cultural Studies Institute, 7 (2), 23-46. [in Persian]
Behnam, M., Modiri, M., & Hashemi, S. Z. (2015). The effect of word of mouth advertising on creating brand equity based on consumer service in sports. Sport Management Studies, 31, 84-104. [in Persian]
Belch, G. E., & Belch, M. A. (2004). Advertising and promotion: An integrated marketing communications perspective 6th. New York: NY: McGraw-Hill.
Berkman, H. W., & Gilson, C. C. (1986). Consumer behavior: Concepts and strategies. Thomson South-Western.
Buil, I., Martínez, E., & De Chernatony, L. (2013). The influence of brand equity on consumer responses. Journal of consumer marketing, 30(1), 62-74.
Chan, F. Y., Chan, H. F., & Tang, F. (2017). The effect of perceived advertising effort on brand perception: implication for retailers in Hong Kong. The International Review of Retail, Distribution and Consumer Research, 27(1), 78-93.
De Vries, J., Roy, D., & De Koster, R. (2018). Worth the wait? How restaurant waiting time influences customer behavior and revenue. Journal of Operations Management, 63, 59-78.
Dens, N., & De Pelsmacker, P. (2010). Consumer response to different advertising appeals for new products: The moderating influence of branding strategy and product category involvement. Journal of Brand Management, 18(1), 50-65.
Dolbec, P. Y., & Chebat, J. C. (2013). The impact of a flagship vs. a brand store on brand attitude, brand attachment and brand equity. Journal of Retailing, 89(4), 460-466.
Franken, J. R., Pennings, J. M., & Garcia, P. (2014). Measuring the effect of risk attitude on marketing behavior. Agricultural economics, 45(5), 525-535.
Hashemi, H. (2014). A Comparative Study of the Impact of Irancell and First Mobile Television Advertising Appealings on Attitude to Brand and Brand and Attitude to Advertising (Case Study: Mobile User Students in Shiraz). Journal of Shahed University Business Strategies, 21 (3), 25-37. [in Persian]
Huertas, M. K. Z., & Campomar, M. C. (2009). Rational and emotional appeals in advertising of prescription medicines: study of a slimming drug in Brazil. Innovative Marketing, 5(4), 80-88.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Khan, R., & Sindhu, S. (2015). An Investigation of Advertising Appeal on Consumer Response in Service Advertising. Management Studies and Economic Systems, 54(2518), 1-12.
Khodad-Hosseini, S. M., Sameei, N., & Ahmadi, P. (2017). The impact of social media marketing on consumer behavior: Investigating the role of brand equity, brand relationship quality, and brand attitude. Journal of Consumer Studies, 5 (1), 37-59. [in Persian]
Khoshneshan, M., & Nazarpanahi, M. (2009). Analyzing the Psychorational and Social Differences of Men and Women in Their Driving Character. First National Conference on Road and Road Accidents. Tehran. Received from Cilivica.. [in Persian]
Kim, J. H., & Hyun, Y. J. (2011). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial marketing management, 40(3), 424-438.
Kok, G., Peters, G. J. Y., Kessels, L. T., Ten Hoor, G. A., & Ruiter, R. A. (2018). Ignoring theory and misinterpreting evidence: the false belief in fear appeals. Health psychology review, 12(2), 111-125.
Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (2001). Principles of marketing. Prentice Hall. Inc., Upper Saddle River, New Jersey.
26. Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.
Kotler, P., Keller, K. L., Armstrong, G., Armstrong, G., & Keller, K. (2016). Marketing Management, 15th global edition. England: Pearson Educationn Limited.
Kulkarni, A. (2009). Impact of endorser and message appeal on the success of an online AIDS PSA. Thesis, Louisiana State University, Agricultural and Mechanical Collage.
Lerman, D. (2006). Consumer politeness and complaining behavior. Journal of Services Marketing, 20(2), 92-100.
Lin, C. H., (2008). Marketing management. 4th Ed., Taipei: Hwan Tai Publishing Co. Ltd.
Lin, L. Y. (2011). The impact of advertising appeals and advertising spokespersons on advertising attitudes and purchase intentions. African Journal of Business Management, 5(21), 8446-8457.
Maloney, E. K., Lapinski, M. K., & Witte, K. (2011). Fear appeals and persuasion: A review and update of the extended parallel process model. Social and Personality Psychology Compass, 5(4), 206-219.
Masoudi Pour, S., & Kheiri, B. (2013). Desired Promotional Appealings in Social Marketing of Charity Based on Quranic Teachings. Strategic Management Thought, 8 (1), 67-97. [in Persian]
Mazodier, M., & Merunka, D. (2014). Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products. Journal of Business Research, 67(7), 1552-1558.
Mohamadi Shafei, M., & Ahmadzade, S. (2016). The impact of organizational agility and corporate social responsibility on brand image. Journal of Brand Management, 5 (9), 49-71. [in Persian]
Nabeel, M. (2012). Effects of advertising appeals on consumer brand perception. Journal of Brand Management.
Nalchi Kashi, A., Rasoulian, M., & Bujari, H. (2012). Investigating Consumer Behavior Toward External Brands versus Domestic Brands. Quarterly Journal of Development and Change Management, 8, 47-56. [in Persian]
Ness, A. M., Johnson, G., Ault, M. K., Taylor, W. D., Griffith, J. A., Connelly, S., ... & Jensen, M. L. (2017). Reactions to ideorational websites: The impact of emotional appeals, credibility, and pre-existing attitudes. Computers in Human Behavior, 72, 496-511.
Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of marketing, 74(6), 1-17.
Percy, L. (2016). Strategic advertising management. Oxford University Press.
Sadeghi, M., Fakharyan, M., Dadkhah, R., Khodadadian, M. R., Vosta, S. N., & Jafari, M. (2015). 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). International Journal of Asian Social Science, 5(4), 233-244.
Safarzadeh, H., Kheiri, B., & Aga Seid-Aga, R. (2011). Investigating the effect of contextual factors, brand loyalty and brand change on young consumers' purchase decision. Journal of Marketing Management, 10, 65-94. [in Persian]
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior. Pearson Education International Press.
Septianto, F., & Tjiptono, F. (2019). The interactive effect of emotional appeals and past performance of a charity on the effectiveness of charitable advertising. Journal of Retailing and Consumer Services, 50, 189-198.
Shafizadeh, H., Seyyedi, S. I., & Gasemi Dolarestani, I. (2013). Providing a conceptual model of consumer behavior in e-shopping. Journal of Marketing Management, 19, 13-30. [in Persian]
Sheth, J. N., Mittal, B., Newman, B. I., & Sheth, J. N. (2004). Customer behavior: A managerial perspective. Thomson South-Western, Mason, OH, United States.
Su, X., & Zhang, F. (2008). Strategic customer behavior, commitment, and supply chain performance. Management Science, 54(10), 1759-1773.
Tajik, Esmaeli, S., & Moradi, S. (2018). The relationship between commercial television advertising and consumer product selection. Journal of Media, 29 (1), 80-112. [in Persian]
Vakratsas, D., & Ambler, T. (1999). How advertising works: what do we really know?. Journal of marketing, 63(1), 26-43.
Vincent, A. M., & Dubinsky, A. J. (2005). Impact of fear appeals in a cross-cultural context. Journal of Euromarketing, 14(1-2), 145-167.
Xiong, L., & King, C. (2019). Aligning employees’ attitudes and behavior with hospitality brands: The role of employee brand internalization. Journal of Hospitality and Tourism Management, 40, 67-76.
Yu, Q., Allon, G., & Bassamboo, A. (2016). How do delay announcements shape customer behavior? An empirical study. Management Science, 63(1), 1-20.
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2021-03-11
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