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

Journal: THE INTERNATIONAL JOURNAL OF BUSINESS MANAGEMENT AND TECHNOLOGY (Vol.4, No. 2)

Publication Date:

Authors : ;

Page : 343-356

Keywords : Commercial advertising of domestic brands; Consumer behavior; Attitude; Subjective norm; perceived behavioral control.;

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Abstract

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.

Last modified: 2021-08-03 20:21:19