Assessing the Impact of Commercial advertising of Domestic brands on consumer behavior

Purpose – The aim of this research was Assessing the Impact of Commercial advertising of Domestic brands on consumer behavior (Case Study: Electronic equipment Manufacturers). Design/methodology/approach – For data analysis Descriptive and inferential statistical methods of regression test were used in SPSS software. The statistical population was included the managers of active electronic equipment manufacturers in Tehran, A total of 500 people. Using the Cochran equation, the sample size was 109 people. To collect information, a researcher-made questionnaire was used, which consisted of 23 statements, whose content and face validity was confirmed by 30 experts, and its reliability in a preliminary test with 30 subjects For all the studied variables was higher than 0.7 Which is at an acceptable level. Findings – The findings showed that Commercial advertising of domestic brands have an impact both on consumer behavior and also on its components i.e the attitude, subjective norm and perceived behavioral control.