ارزیابی اثر ابعاد جاذبه های تبلیغات در رسانه ملی و تلاشهای تبلیغاتی در نگرش به برند ( تخمه و خشکبار شهرستان خوی)
محورهای موضوعی : بازاریابی
حبیب ولی زاده
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شیروان کیوانی
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1 - هیئت علمی و استادیار گروه پژوهشی مدیریت کسب و کار جهاد دانشگاهی آذربایجان غربی
2 - گروه مدیریت، واحد ارومیه، دانشگاه آزاد اسلامی، ارومیه، ایران
کلید واژه: جاذبه های تبلیغات تلویزیونی, تلاش های تبلیغاتی, نگرش به برند , خشکبار و تخمه افتابگردان خوی,
چکیده مقاله :
در این پژوهش به بررسی تاثیر جاذبههای تبلیغات تلویزیونی و تلاشهای تبلیغاتی در نگرش به برند مدیران و کارکنان شرکتهای تولید و بسته بندی تخمه آفتابگردان و خشکبار شهرستان خوی پرداخته شده است. تحقیق حاضر با توجه به هدف تحقیق از جمله تحقیقات کاربردی است. و همچنین با توجه به نحوه گردآوری اطلاعات که از طریق پرسشنامه و در یک مقطع زمانی مشخص انجام گرفته است، از نوع تحقیقات پیمایشی مقطعی است. جامعه آماری تحقیق را کلیه خریداران بالقوه و بالفعل شرکتهای تولید و بسته بندی تخمه آفتابگردان و خشکبار شهرستان خوی میباشند که طبق جدول مورگان و همکاران حجم نمونه برابر 384نفر به دست آمد است. ابزار گردآوری تحقیق پرسشنامه استاندارد است که پایایی که توسط ضرایب آلفای کرونباخ و پایایی ترکیبی سنجیده میشود و روایی آن با استفاده از روایی همگرا و روایی واگرا سنجیده شده است. برای تجزیه و تحلیل دادههای جمعآوری شده ابتدا آمار توصیفی و سپس آمار استنباطی مطرح میگردد به وسیله نرم افزار spss24 و همچنین جهت بررسی فرضیات مطرح شده از مدلسازی معادلات ساختاری (SEM) با رویکرد حداقل مربعات جزئی (PLS) به وسیلهی نرم افزار Smart PLS2 استفاده شده است. نتایج تحقیق نشان میدهد که جاذبههای تبلیغات تلویزیونی و ابعادش شامل منطقی و احساسی بر نگرش به برند تاثیر دارد و همچنین تلاشهای تبلیغاتی بر نگرش به برند تاثیر دارد.
This study examines the effects of television advertising appeals and promotional efforts on the brand attitude of managers and employees of sunflower seed and nut production and packaging companies in Khoy County. Given its purpose, the present research is applied in nature. Moreover, considering that the data were collected through a questionnaire within a specific period, the study is a cross-sectional survey. The statistical population consists of all potential and actual buyers of sunflower seed and nut production and packaging companies in Khoy County. Based on Morgan’s sampling table, a sample size of 384 respondents was determined. The data collection instrument was a standardized questionnaire. Reliability was assessed using Cronbach’s alpha and composite reliability, and validity was evaluated through convergent and discriminant validity. For data analysis, descriptive statistics were first presented, followed by inferential statistics using SPSS 24. Additionally, to test the research hypotheses, structural equation modeling (SEM) with the partial least squares (PLS) approach was employed through SmartPLS 2 software. The findings indicate that television advertising appeals and their dimensions—rational and emotional—significantly influence brand attitude. Moreover, promotional efforts have a significant impact on brand attitude.
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