Designing a Media Sphere Model Effective on Purchase Intention of Customers According to Brand Special Value (Case Study: Saman Bank)
Subject Areas : Marketing
Farnood Hassani
1
,
محمد سلطانیفر
2
,
mohsen gadami
3
,
Attaollah Abtahi
4
,
Hamidreza Hosseini Dana
5
1 - PhD student in Media Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.
2 - دانشگاه آزاد اسلامی، واحد علوم و تحقیقات ، گروه ارتباطات، تهران، ایران
3 - azad
4 - Assistant Professor, Department of Media Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.
5 - Assistant Professor, Department of Management, Damavand Branch, Islamic Azad University, Damavand, Iran.
Keywords: Media, brand equity, purchase intention, Saman Bank.,
Abstract :
The current research was based on the concern in the country's banking system regarding the lack of a specific method to determine the optimal situation in advertising costs, media selection, and their effects on the two important categories of brand and purchasing services and products from bank branches. The statistical population of the research will include the customers of Saman Bank. The members of the sample population will be selected by simple random. Then, based on these data, the structure of the standard questionnaire was compiled and the research entered the field stage, finally, the results were extracted and analyzed based on the structural equation model and using Laserl software to test the hypotheses. The findings show that social networks have the highest rank among the desired media of Saman Bank customers and social responsibilities have the lowest position. Also, in another dimension of the research, the issue of Saman Bank's brand value index was measured among the customers of this bank, among the 4 parameters of this component, namely brand awareness, quality of perception, brand association, and brand loyalty, had priority 1 to 4. Based on the conceptual model of the research, in the next step, the category of customer's purchase intention was studied, and in this component, two parameters of initial purchase and repeat purchase were evaluated, which assigned priority to initial purchase and second priority to repeat purchase.
