Document Type : Research Paper
Authors
1 Ph.D Student of Sport Management, Mazandaran University
2 Associate Professor of Sport Management,Mazandaran University
Abstract
The aim of this study was to the impact of media on consumer attitudes toward the brand and purchase intention is co-Majid. The research was a descriptive study and survey, the goal is to be applied and the data were collected in the field. Data collection for this study was conducted using a questionnaire using convenience sampling, 223 customers were chosen. To analyze the relationship between variables, from structural equation modeling (SEM) was used. Some of the findings show that increasing Majid traditional advertising and social media company, leading the positive attitude of customers towards the brand, but the effectiveness of traditional advertising than social media. In addition, the attitude toward the brand has to buy the company's products. Given that one of the ways to attract customers is through advertising in the media, the findings of this study indicate Majid company to change customers' attitudes and purchase of the company should pay the most attention in the mass media to advertise their is.
Keywords
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