Impact of structure and Content analysis of television advertising slogan in the banking industry to influence customer behavior (Melat, parsian, Meli&Ansar)

Document Type : Original Article

Authors
mohaddeseh babajani baboli 1
Bardia Andalib 2
1 Department of management,Kerman Branch, Islamic Azad university,Kerman,Iran
2 M.Sc., Department of Business Management, Faculty of Humanities, Sari Branch, Islamic Azad University, Sari, Iran.
Abstract
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".

Keywords

Management, Economics and Entrepreneurship Studies
Volume 1, Issue 3
Summer 2021
Pages 56-64

  • Receive Date 07 July 2020
  • Revise Date 07 August 2020
  • Accept Date 24 August 2020