ali asgar; sirous ahmadi; Azadeh alinezhad
Abstract
Nowadays, recognizing the factors that affect consumers' buying behavior is in the focus of companies. One of the most important steps taken by the managers of organizations in this field is to pay special attention to the issue of attitude. The purpose of this study was to study the effect of attitudes ...
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Nowadays, recognizing the factors that affect consumers' buying behavior is in the focus of companies. One of the most important steps taken by the managers of organizations in this field is to pay special attention to the issue of attitude. The purpose of this study was to study the effect of attitudes toward advertising and brand in the relationship between animated advertising and real characters in attracting and buying consumers. The method of the present study was descriptive-correlational in terms of applied purpose. The statistical population of this study was physical education students of universities in Hamadan that 300 people participated in this study. The results showed that; Attitudes towards advertising mediate the effect of advertising through real characters and advertising through animation on the intention to buy. But the attitude towards advertising does not mediate the effect of advertising through real characters and advertising through animation on attracting consumers. Also, brand attitude does not mediate the effect of advertising through real characters and advertising through animation on the intention to buy and attract consumers. Given the growing importance and popularity of this type of advertising around the world, companies should try to create a favorable attitude towards these advertising methods and brand in the minds of consumers in order to increase consumer attraction and buying intentions