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Explaining the Role of Consumer Attitudes and Willingness toward Consumer Generated Advertising in Consumer Behavior; Case Study of Kalleh Consumers | ||
| Journal of International Marketing Modeling | ||
| مقاله 3، دوره 1، شماره 1، شهریور 2020، صفحه 21-30 اصل مقاله (1.24 M) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22080/jimm.2020.18902.1002 | ||
| نویسندگان | ||
| Mahmood Yahyazadehfar* 1؛ Sahar Kamareh* 2؛ Neda Tahmasebi Roshan* 3 | ||
| 1Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Mazandaran, Iran | ||
| 2MSc in Business Management, Rahedanesh Institute of Higher Education, Babol, Mazandaran, Iran | ||
| 3Assistant Professor, Rahedanesh Institute of Higher Education, Babol, Mazandaran, Iran | ||
| تاریخ دریافت: 19 بهمن 1398، تاریخ بازنگری: 30 فروردین 1399، تاریخ پذیرش: 02 خرداد 1399 | ||
| چکیده | ||
| The high transparency and ability of consumers to transmit advertising content quickly in the modern age require that organizations consider authenticity and interaction with customers among their top priorities and combine consumer-generated advertising (CGA) with their own marketing strategies in order to respond to these priorities. This study aims to investigate the factors affecting consumers' attitudes and willingness toward consumer-generated advertising and its effect on brand loyalty and attachment. This is an applied study conducted using the descriptive correlational survey method. Its statistical population consists of dairy consumers of Kalleh Company in Mazandaran Province. A total of 460 questionnaires were distributed by stratified random sampling and descriptive and inferential statistics was used for data analysis. Structural equation modeling and Smart PLS2 were used to test the hypotheses. The reliability of the questionnaires was determined by Cronbach's alpha test and composite reliability coefficient. Results showed that brand attachment had a significant positive effect on attitude toward advertising production and willingness to participate in advertising production. Attitude toward advertising production has a significant positive effect on willingness toward CGA as well as on brand loyalty. It was also shown that brand attachment has a significant positive effect on loyalty. The rapid changes in technology and the development of effective advertising in the modern businesses require defining the concept of CGA, which is addressed in the present study. Also, based on the results of this study, brand attachment increases customers’ willingness toward and participation in CGA. An increase in customers' willingness and involvement in advertising production will also increase their loyalty. | ||
| کلیدواژه‌ها | ||
| Brand attachment؛ Consumers' attitude to advertising production؛ Consumers’ willingness to participate in advertising؛ Loyalty | ||
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آمار تعداد مشاهده مقاله: 370 تعداد دریافت فایل اصل مقاله: 378 |
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