Analysis of the impact of media on consumer attitudes toward the brand and purchase intention (Case study: sports apparel manufacturer Majid)

The aim of this study was to analyze the impact of media on consumer attitudes toward the brand and purchase intention is co-Majid. Information sources used by their customers, their attitudes toward the product or the company and thus affect their behavioral intentions. On the other hand, the media is considered an important source of information for customers.Data collection for this study was conducted using a questionnaire using convenience sampling, 223 customers were chosen. To analyze the relationship between variables, from structural equation modeling (SEM) was used. Some of the findings show that increasing Majid traditional advertising and social media company, leading the positive attitude of customers towards the brand, but the effectiveness of traditional advertising than social media. In addition, the attitude toward the brand has to buy the company's products. Given that one of the ways to attract customers is through advertising in the media, the findings of this study indicate Majid company to change customers' attitudes and purchase of the company should pay the most attention in the mass media to advertise their is.