رابطه ابعاد ساختاری و محتوایی شعار تبلیغاتی تلویزیونی با رفتار خرید مشتریان (مطالعه موردی: بانکهای ملت، پارسیان، ملی، انصار)

The main objective of this thesis is to identify the relationship between the structural characteristics and content of an advertising slogan for banks (public and private; Melat, Parsian, Meli & Ansar) in terms of customer buying behavior in Tehran, 1393-94. In this study, based on research related Kotler and Armstrong (2008), three factors; satisfaction, loyalty and trust of customers with banks have been selected as individual factors which influence customer buying behavior. Independent variable based on syntactic structures theory of Chomsky (1957), advertising slogan is divided into two dimensions; structure and content. Researcher model Azizi et al. (1391) used. 200 questionnaires among the population (banks customers) were distributed. Method of analysing the full data were made and collected through questionnaires.To test data hypotheses, using descriptive statistics (mean, maximum, etc.) and inferential statistics (Kolmogorov-Smirnov test) and Pearson  correlation coefficient were performed through SPSS software. The results showed a significant relationship between an advertising slogan banking and buying behavior of customers.Also there is a significant relationship among the content and structure of bank advertising slogan and customer buying behavior factors; "trust", "satisfaction" and "loyalty".