Presenting an effective model of advertising message with emphasis on the national culture of Iran in the home appliance market.

Subject Areas : business management

Seyyed Vahid Jabbarzade ¹ , Seyyed Abbas Heydari ² , Sina Nematizadeh ³

1 - Department of Management, Faculty of Management, Central Tehran Branch, Islamic Azad University,Tehran,Iran.
2 - Department of Management, Faculty of Management, Central Tehran Branch, Islamic Azad University,Tehran,Iran.
3 - Department of Management, Faculty of Management, Central Tehran Branch, Islamic Azad University,Tehran,Iran.

Received: 2020-02-15 Accepted : 2020-06-01 Published : 2020-06-21

Keywords: national culture, effectiveness of advertising messages, home appliance market,

Abstract :

Abstract : The present applied research was conducted in 2019 with the aim of examining the effectiveness of the advertising message by emphasizing the national culture of Iran in the home appliance market. This research was among the combined studies that were conducted in two stages: qualitative and quantitative. The statistical population of the study consists of two parts; The first part includes 5 experts who were purposefully selected and their opinions were used. 384 questionnaires were distributed. The validity of the questionnaire was confirmed by the content validity method and its reliability was confirmed by Cronbach's alpha method. In this research, SPSS and PLS software has been used for data analysis. The results show that if the advertising message is based on national culture and tailored to the interests of customers, It makes that advertising message attractive and may create a tendency for people to buy the product. .