Studying Brand Equity in Terms of Beliefs Shaping Consumers’ Attitudes on Advertising through Mobile Phones

摘要

Any innovation creates new opportunities and in recent years, advertising has experienced radical changes due to technological progresses. Mobile phone is a type of such technological changes which has converted into an important advertising channel. Regarding such importance, present study is conducted to promote three aims. The first aim of this research is to identify beliefs which shape audiences’ attitudes on mobile advertising. The second aim is that this research evaluates the impact of those identified beliefs which shape an attitude on mobile advertising on a general attitude on advertising. The ultimate aim is to study the impact of the attitude on advertising on brand equity. Present study is a survey which uses questionnaire to collect data. To achieve the aims of this research, 384 users of Irancel’s products and services who were exposed by mobile advertising as the sample. To analyze data and to test research hypotheses and model, structural equation modeling (SEM) and confirmatory factor analysis (CFA) were used. Research findings show the significant impact of such beliefs as “being informative”, “good for economy”, “hedonism”, “annoyance factor”, “validity”, “personalization” and “permission” in mobile advertising on “attitude on advertising” and the significant impact of “attitude on mobile advertising” in “brand equity”.