Investigating the Effect of Rational and Emotional Advertising Appeals of Hamrahe Aval Mobile Operator on Attitude towards Advertising and Brand Attitude (Case Study: Student Users of Mobile in the Area of Tehran)

Recently, increasing competitive circumstances in telecommunication network of Iran market and accelerating private sector growth as well as providing more financial incentives for private sector led to increased need of companies to marketing and promotional activities, particularly TV advertising efforts. The influence of advertising on attitude toward brand is one of the critical issues in the area of advertising. Hence, this study aims to investigate the effect of emotional and rational TV advertising of Hamrah Aval Operator on attitude of customers towards its brand and advertising efforts. This study is applicable in terms of objective and is cause and effect in terms of implementation. To collect data, a self administrated questionnaire was employed. Population is user students of mobile in the area of Tehran. Using a convenience sample of 390 respondents, data was analyzed by confirmatory factor analysis and structural equation modeling. Results indicated that there is positive, direct and significant relationship between: 1) rational appeals and attitude toward advertising efforts, 2) rational appeals and attitude toward brand, 3) rational appeals and brand attitude, 4) attitude toward advertising efforts and brand attitude. However, the effect of emotional appeals on attitude toward advertising was not supported.