International Journal of Nonlinear Analysis and Applications

The effect of video advertisements of top Iranian brands on customer emotion using structural equation model

Document Type : Research Paper

Authors

1 Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran

2 Department of Public Management, Rasht Branch, Islamic Azad University, Rasht, Iran

Abstract

The purpose of this study is to investigate the video ads of the top Iranian brands and their role in customer emotion. The main issue of the research is to increase customer emotion stimulation to persuade and guide the customer to buy products and services of domestic brands with regard to identifying the dimensions of video advertising of top Iranian insurance brands. It has components and structures and what does it have to do with the dimensions of video advertising of the top Iranian insurance brands? The present research method is a combination of qualitative-quantitative methods and uses relativistic paradigms, symbolic interpretation and grounded theory strategy. The statistical population is the top Iranian insurance brands and the researcher purposefully and information-oriented analyzed the video advertisements of the two top brands in the insurance industry in Iran as a statistical sample, qualitatively and quantitatively. The sampling method of this research is available in the quantitative non-probability part and in the qualitative part, it uses the theoretical sampling method. To collect data in the qualitative part, interview and analysis and photo analysis tools were used, and in the quantitative part, a researcher-made questionnaire was used. In the qualitative stage, Maxqdapro12 software was used to analyze the interviews and images, and in the quantitative stage, the relationships of the variables extracted from the qualitative model were tested using a questionnaire by structural equations in the PLS software. The results showed that the dimensions of video advertising of top Iranian insurance brands have a significant relationship with customers' feelings.

Keywords

[1] W. Amaldoss and C. He, Product variety, informative advertising, and price competition, J. Market. Res. 47 (2010), no.1, 146–156.
[2] W.F. Arens, M.F. Weigold and C. Arens, Contemporary advertising, McGraw-Hill Irwin, 2002.
[3] L.K. Brackett and B.N. Carr, Cyberspace advertising vs. other media: Consumer vs. mature student attitudes, J. Advert. Res. 41 (2001), no. 5, 23–32.
[4] Y.H. Chen, I.C. Hsu and C.C. Lin, Website attributes that increase consumer purchase intention: A conjoint analysis, J. Bus. Res. 63 (2010), no. 9–10, 1007–1014.
[5] J. Cotte and R. Ritchie, Advertisers’ theories of consumers: Why use negative emotions to sell?, ACR North Amer. Adv. 32 (2005), 24–31.
[6] E. Harmon-Jones, P.A. Gable and T.F. Price, Does negative affect always narrow and positive affect always broaden the mind? Considering the influence of motivational intensity on cognitive scope, Current Direct. Psych. Sci. 22 (2013), no. 4, 301–307.
[7] M.B. Holbrook and E.C. Hirschman, The experiential aspects of consumption: Consumer fantasies, feelings, and fun, J. Consumer Res. 9 (1982), no. 2, 132–140.
[8] M.B. Holbrook and R. Batra, Assessing the role of emotions as mediators of consumer responses to advertising, J. Consumer Res. 14 (1987), no. 3, 404–420.
[9] H.S. Jang, J. Kim, K.S. Kim and C.H. Pak, Human brain activity and emotional responses to plant color stimuli, Color Res. Appl. 39 (2014), no. 3, 307–316.
[10] D. Law, C. Wong and J. Yip, How does visual merchandising affect consumer affective response? An intimate apparel experience, Eur. J. Market. 46 (2012), no. 1/2, 112–133.
[11] M.R. Solomon, Consumer behaviour: A European perspective, Pearson Education, 2010.
[12] S.-H. Tsaur, Y.-T. Chiu and C.-H. Wang, The visitors behavioral consequences of experiential marketing: An empirical study on Taipei Zoo, J. Travel Tourism Market. 21 (2007), no. 1, 47–64.
International Journal of Nonlinear Analysis and Applications
Volume 14, Issue 9
September 2023
Pages 241-249
  • Receive Date: 10 March 2022
  • Revise Date: 24 April 2022
  • Accept Date: 02 May 2022