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Comparative Comparison of Effectiveness of Two Methods of SMS and TV Advertising on The Reputation and Brand Attitude (Case Study: Goldiran Company)

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  • Hanjani, Bahareh

Abstract

Given the varying impact of promotional methods, brand development can help to creating consumer acceptance of a new product through a new product linkage with a well-known brand or company name, but an inappropriate brand development can create distorted associations that may it is difficult for companies to overcome them. The purpose of this research is to Comparative comparison of effectiveness of two methods of SMS and TV advertising on the reputation and brand attitude in Goldiran Company which sampled a sample of 384 Goldiran products customers who were exposed to both television and SMS and then returned to the store. The present research is based on the method and nature of descriptive work of the field type as well as in terms of purpose, it is applicable and in terms of time, it is time-consuming. For gathering information used from two methods, library and field. A library method was used to formulate theoretical bases of the research, research background and design of the conceptual model. The field method was used to collect the data by using a questionnaire. In the present research, the methods used in descriptive statistics such as absolute frequency distribution tables, average and the Kolmogorov-Smirnov test was used to assess the normal status of the sample and compare the data collected through a questionnaire. In the inferential statistics section was used from the comparison test of the average of the two societies and the comparison test of the average of several societies. After testing the hypothesis, all the research hypotheses were accepted therefore, it can be said that there is a significant difference between the effect of SMS and TV advertising on reputation and brand attitude at Goldiran Company.

Suggested Citation

  • Hanjani, Bahareh, 2018. "Comparative Comparison of Effectiveness of Two Methods of SMS and TV Advertising on The Reputation and Brand Attitude (Case Study: Goldiran Company)," OSF Preprints rtjav, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:rtjav
    DOI: 10.31219/osf.io/rtjav
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    References listed on IDEAS

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    1. Rajagopal, 2015. "Consumer Value Management," Palgrave Macmillan Books, in: The Butterfly Effect in Competitive Markets, chapter 5, pages 119-143, Palgrave Macmillan.
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