نویسنده
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسنده [English]
Effect of advertisement on viewpoint toward brand is always one of the most important subjects in advertising field. This study aims to comparatively evaluate influence rate of Irancell and Hamrah-e-Avval TV advertisement attractions on viewpoint toward brand and viewpoint toward advertisement. For this purpose, opinions of 390 cellphone-using students in Shiraz exposed to Irancell and Hamrah-e-Avval TV advertisement were collected through questionnaire. After ensuring validity and reliability of research tool, hypotheses were surveyed structural equations modeling in LIZREL and two tailed t-test. Findings showed that Irancell and Hamrah-e-Avval TV advertisement attractions have significant influence on viewpoint to their advertisement and on viewpoint to Hamrah-e-Avval brand while there was no meaningful effect on viewpoint to Irancell brand. Viewpoint toward Irancell and Hamrah-e-Avval advertisement have significant relation with viewpoint toward these two incorporations’ brand.
کلیدواژهها [English]
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