Intangible Advertising of Brand and Its Effect on Consumer’s Choice

Subject Areas : Jounal of Marketing Management

K. Heydarzadeh ¹ ( )
M. Behboudi ² ( )
A. Ghodsi khah ³ ( )
M. Monsefi ⁴ ( )
A. Maneshi ⁵ ( )

Received: 2013-08-26 Accepted : 2013-08-26 Published : 2012-12-21

Keywords: Intangible advertising, New methodology of advertising, Advertising effectiveness,

Abstract :

The study aimed at adding a new concept to advertising theory.  The study examined concept of “intangible advertising of brand” to provide a comprehensive theoretical model explaining intangible advertising. It examined four latent variables of intangible advertising: Ad type, product type, media, and demographic and found out that these constructs successfully explain the concept of intangible advertising. The next stage of study was undertaken by concentrating on advertising effectiveness components (brand recall, attitude toward brand, brand position and buying intention). The study objective was to see whether the intangible advertising of brand can improve the position of brand in consumers’ mind.  As the sample brand gained a better rank in the experience group. Examination revealed that intangible advertising has effect on consumer mind unconsciously.