جستجوی مقالات مرتبط با کلیدواژه "cognitive attitude" در نشریات گروه "مدیریت"

The main purpose of this study is to investigate the effect of television advertising strategies on the cognitive, emotional and behavioral dimensions of female consumers' attitudes.

Research is applied in terms of purpose and descriptive-survey in terms of implementation method. The statistical population in this study are all female consumers of detergent and hygiene products of three brands (Golrang, Softlan and Active) offered in OK chain stores in Tehran and the number of samples is equal to 384 people due to the unlimited statistical population. Sampling method in this research, a cluster random method is available. The data collection tool in this study was a researcher-made questionnaire using Kaur & Hundal (2017) questionnaire which was distributed among the sample members after validation and reliability assessment. The collected data were analyzed using SPSS and AMOS software.

The results showed that TV advertising strategies affect the cognitive, emotional and behavioral dimensions of female consumers. The results of examining the sub-hypotheses of the research showed that repetition of advertisements, approval of celebrities, gender attractions, humorous characters and product comparison have an effect on the cognitive and emotional attitudes of female consumers. Also the cognitive attitude has an effect on shopping behavior and change in consumer behavior and emotional attitude has a significant effect on change in shopping behavior. Among the hypotheses presented in the research, the results showed that emotional attitude has no significant effect on female consumers' shopping behavior.

TV advertising strategies will affect different dimensions of cognitive, emotional and behavioral attitudes of women consumers towards detergents and hygiene products and lead to different shopping behaviors in them.

The aim of this study was to evaluate the mediating role of electronic brand cognitive and emotional attitudes in the effect of electronic brand knowledge on the non-financial performance of electronic brand (Case study: Tehran Green Restaurants, in order to analyze the data obtained from the questionnaire, SPSS statistical software and structural equation software pls in the form of two parts of descriptive and inferential statistics as linear and multiple regression have been used in accordance with the statistical needs. The study population includes all customers of green restaurants in Tehran. Assuming that the sample is unlimited, 384 customers of green restaurants in Tehran will be selected as the sample. Random sampling is simple. The results showed that knowledge of electronic brand of green restaurant customers has a positive effect on their perception of attitude towards electronic (cognitive) brand. Awareness of e-brand Customers who are in a green restaurant, has a positive effect on their perception of the attitude to the electronic brand (emotional). Electronic brand image Customers who use green restaurant have a positive effect on their perception of the attitude towards electronic (cognitive) brand. Electronic brand image of customers who use green restaurant has a positive effect on their perception of attitude towards electronic brand (emotional) has a perceived electronic brand attitude of green restaurant customers (cognitive) has a positive effect on their perception of customer satisfaction. Perceived e-brand attitude of green (cognitive) restaurant customers has a positive effect on their perception of loyalty to the e-brand. Electronic brand attitude (emotional) of green restaurant customers has a positive effect on their perception of customer satisfaction. Electronic brand attitude (emotional) of Green Restaurant customers has a positive effect on their perception of loyalty to the electronic brand. The e-brand attitude is an intermediary between e-brand knowledge and the non-financial performance of the e-brand.