نوع مقاله : مقاله پژوهشی
1 دانشجوی دکتری تخصصی مدیریت بازرگانی گرایش بازاریابی، گروه مدیریت، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران
2 گروه مدیریت، واحد گنبد کاووس، دانشگاه آزاد اسلامی، گنبدکاووس، ایران
عنوان مقاله [English]
In the world today, there is a lot of competition between different companies to attract the attention of the audience to the ads and each of these companies use different methods for this purpose. One of these strategies is to use the advertising attractions contained in commercial messages. The present study seeks to find the answer to the question of whether the use of advertising attractions in commercial messages changes the attitude of people towards the company's brand or not. Due to the ability to use the results of this study, the present study is from the applied and survey group and marketing managers can use the results in their future planning. The case study of this research is Alis company and its statistical population is the audience of Alis beverage brand. The information extracted from the questionnaire was analyzed in SPSS software and after performing the relevant tests, the validity and reliability of the questionnaire were confirmed. Then the information was transferred to AMOS software to analyze the results and hypotheses in this software using structural equation solving technique or SEM. Findings of the study indicated that the use of emotional and logical attractions in messages and advertisements leads to a direct and positive impact on the consumer. This can be a reason for creating logical and emotional reactions in the audience. Also, based on this research, it was found that the positive effects of logical and emotional attractions of advertising on logical (cognitive) and emotional (emotional) reactions, can change and create a positive attitude of consumers towards the brand.