Investment in Brand Reinforcement and Credibility in Advertising
recognizing the importance of the advertising in brand reinforcement and brand credibility, the authors conduct the present research for understanding the customers’ emotional responses toward the brand reinforcement and credibility and its effect on the perceived values and behavioral Intentions. H...
| Główni autorzy: | , |
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| Format: | Artykuł |
| Język: | fas |
| Wydane: |
University of Tehran
2013-12-01
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| Seria: | مدیریت بازرگانی |
| Hasła przedmiotowe: | |
| Dostęp online: | https://jibm.ut.ac.ir/article_50345_b9b1a7234b1671552b78679ff8b7beec.pdf |
| _version_ | 1829506546171641856 |
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| author | Morteza Maleki Nasrin Haji hasani |
| author_facet | Morteza Maleki Nasrin Haji hasani |
| author_sort | Morteza Maleki |
| collection | DOAJ |
| description | recognizing the importance of the advertising in brand reinforcement and brand credibility, the authors conduct the present research for understanding the customers’ emotional responses toward the brand reinforcement and credibility and its effect on the perceived values and behavioral Intentions. Hypotheses were tested on data collected from 467 customers of Mellat Bank in Semnan province in Iran, who were selected using two stage cluster sampling. Correlation and structural equation modeling (SEM) were used to test the hypotheses. The findings provide strong support of the hypotheses showing that the brand reinforcement in advertising has more effect than brand credibility on the emotional responses on customers. The induced emotional responses have positive effect on the perceived values. Moreover, the utilitarian value has more effect than hedonic value on the behavioral intentions of the customers in banking industry. Utilitarian aspects had a stronger impact on customer behavioral intentions than hedonic aspects. |
| first_indexed | 2024-12-16T10:52:24Z |
| format | Article |
| id | doaj.art-e5db1382e4b64fff8fb6de73f14b1cfd |
| institution | Directory Open Access Journal |
| issn | 2008-5907 2423-5091 |
| language | fas |
| last_indexed | 2024-12-16T10:52:24Z |
| publishDate | 2013-12-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | مدیریت بازرگانی |
| spelling | doaj.art-e5db1382e4b64fff8fb6de73f14b1cfd2022-12-21T22:34:15ZfasUniversity of Tehranمدیریت بازرگانی2008-59072423-50912013-12-0154799810.22059/jibm.2013.5034550345Investment in Brand Reinforcement and Credibility in AdvertisingMorteza Maleki0Nasrin Haji hasani1Assistant professor Faculty of Management University of semnan, IranMSc MBA Faculty of Management University of semnan,Iranrecognizing the importance of the advertising in brand reinforcement and brand credibility, the authors conduct the present research for understanding the customers’ emotional responses toward the brand reinforcement and credibility and its effect on the perceived values and behavioral Intentions. Hypotheses were tested on data collected from 467 customers of Mellat Bank in Semnan province in Iran, who were selected using two stage cluster sampling. Correlation and structural equation modeling (SEM) were used to test the hypotheses. The findings provide strong support of the hypotheses showing that the brand reinforcement in advertising has more effect than brand credibility on the emotional responses on customers. The induced emotional responses have positive effect on the perceived values. Moreover, the utilitarian value has more effect than hedonic value on the behavioral intentions of the customers in banking industry. Utilitarian aspects had a stronger impact on customer behavioral intentions than hedonic aspects.https://jibm.ut.ac.ir/article_50345_b9b1a7234b1671552b78679ff8b7beec.pdfBrand reinforcementBrand credibilityEmotional ResponsesPerceived valueand Behavioral Intentions |
| spellingShingle | Morteza Maleki Nasrin Haji hasani Investment in Brand Reinforcement and Credibility in Advertising مدیریت بازرگانی Brand reinforcement Brand credibility Emotional Responses Perceived value and Behavioral Intentions |
| title | Investment in Brand Reinforcement and Credibility in Advertising |
| title_full | Investment in Brand Reinforcement and Credibility in Advertising |
| title_fullStr | Investment in Brand Reinforcement and Credibility in Advertising |
| title_full_unstemmed | Investment in Brand Reinforcement and Credibility in Advertising |
| title_short | Investment in Brand Reinforcement and Credibility in Advertising |
| title_sort | investment in brand reinforcement and credibility in advertising |
| topic | Brand reinforcement Brand credibility Emotional Responses Perceived value and Behavioral Intentions |
| url | https://jibm.ut.ac.ir/article_50345_b9b1a7234b1671552b78679ff8b7beec.pdf |
| work_keys_str_mv | AT mortezamaleki investmentinbrandreinforcementandcredibilityinadvertising AT nasrinhajihasani investmentinbrandreinforcementandcredibilityinadvertising |