جستجوی مقالات مرتبط با کلیدواژه « درگیری با محصول » در نشریات گروه « مدیریت »

The main purpose of this research is to investigate the effect of the role of product category in attribute-based versus end-benefit oriented emotional advertising. In this research, by using the experimental method, the conceptual framework of this issue and also the effect of each independent variables including advertising appeal, product type, presentation format and involvement level on dependent variables like brand attitude and advertising attitude are discussed. In this study, by the use of the experimental method, advertising pictures that are about factorial designs of 2*2*2*2 (Hedonic-Utilitarian), (High involvement-Low involvement), (Pictorial-Verbal), (Emotional-Non-emotional) were distributed to 400 students. The findings indicated that emotional appeal in advertisements increases the brand attitude and also the advertising effect. Emotional advertising appeal for a low-involvement and hedonic product increases the brand attitude and advertising effect. Also we came to the conclusion that when an advertisement is emotional, the brand attitude in low-involvement products with the pictorial presentation is better than verbal. And for high-involvement products, the verbal presentation is better that pictorial.

The goal of marketing is addressing the needs of customers. The consumer’s behavior defines selection style, purchase, usage and consumption of the goods, services, ideas, and experiences by individuals, groups, and organizations.Understanding consumer’s behavior and recognizing customers is not a simple job. Customers may express their requests in one manner and act differently. They may not be aware of their real motivations or may react towards the effective factors. However, marketers should examine the needs of their customers, their mental understanding, and their purchase behavior. Marketers must know about different factors the affect the selection of various brands by buyers.This paper studies the relation between mental engagement that a product produces and suggests the effective factors in the following assumptions:Assumption 1: Desire toward a product has a direct effect on product engagement.Assumption 2: Specifications of a product have a direct effect on product engagement.Assumption 3: Information sources have a direct effect on product engagement.Assumption 4: Desire toward a product has a direct effect on brand obligation.Assumption 5: Specifications of a product have a direct effect on brand obligation.Assumption 6: Information sources have a direct effect on brand obligation.Assumption 7: Product engagement has a direct effect on brand obligation.According to statistical results, assumptions 1, 3, 4, and 7 are accepted and assumptions 2, 5, and 6 are rejected.The method of this study is descriptive-traversal and is from correlation type, because the relations between variables are investigated and a questionnaire is used to gather data. Statistical society of this study consisted of the academia of the Islamic Azad University- South Tehran, Central Tehran, North Tehran, and Sciences and Researches Branches. The questionnaires were distributed within an interval of one month in autumn 2010

Consumer behavior involves many activities. Each consumer has thoughts,feelings, plans, decisions and purchases. An observer who looks only at the act of purchase is likely to miss many of the relevant activities.Marketers should find how consumers can gather information about different choices and how they apply such information in selecting competitor’s products, how consumers decide to purchase and why the purchase process and purchase reasons of different consumers are varied.Relative information about consumer’s behavior will be used in predicting and recognizing their activities in the market. Therefore, it is necessary to have complete information about factors affected on buyer’s behavior and their relation with purchase decision.The present research aimed at evaluation of the effect of country-of-origin image, product knowledge and product involvement on consumer purchase decisions. The research model is based on the research model of Lin and Chen 2006 and the main variables were the followings: Country-of-origin Image  Product knowledge Product Involvement Consumer Purchase Decisions Information Search Intention Purchase Intention.Samples were collected from the students of the Islamic Azad University (Tehran Science and Research Branch) and the selective product was cell phone. Sample size was 379 respondents and multiple regression analysis was used to test 9 hypotheses.The result showed that the country of origin image, product knowledge and product involvement all have a significantly positive effect on consumer purchase decision.

Adverting can be done by using different 'media such as Radio, Television, journals, and news papers, brochures, Billboard, and internet. Internet advertising compared to traditional advertising enjoys considerable advantage and a lot of these advertising is related to computer products and services. Therefore, in this article the effectiveness of e-advertising on consumer behavior of computer products and services has been studied. Research method is descriptive of survey type. Since according to previous studies most internet users one young generation. 193 graduate and undergraduate students of Allameh Tabatabaei University graduate and undergraduate students who have seen internet advertising during 1387 were selected by using clustering sampling method. The most important findings is that e-adverting of computer products and services has been effective and content factor and flesh design are the most important factors from the consumer perspective of computer products and services.