Assessing the Out-Of-Home Advertising Model of Consumer Products (Case study of food industry in Fars province)

Journal of System Management

دوره 7، شماره 4، اسفند 2021، صفحه 137-161   

نوع مقاله: Research Paper

شناسه دیجیتال (DOI): 10.30495/jsm.2021.1943122.1549

نویسندگان

Abdulaziz Shourangiz¹؛ Hassan Biabani^{* 2}؛ Mohammad Hossein Ranjbar³

¹PhD Student, Department of Business Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran

²Department of Business Management, Faculty of Management and Accounting, Hormozgan University, Bandar Abbas, Iran

³Department of Accounting and Financial Management, Faculty of Humanities, Bandar Abbas Branch, Islamic Azad University, Bandar Abbas, Iran

چکیده

The purpose of this study is evaluate the out-of-home advertising model of consumer products in the food industry of Fars province. The model under test was designed using the grounded theory method through interviews with 20 marketing and advertising experts. Structural equation analysis has been used to analyze the data and according to the proposed model in relation to the effect of latent variables. Data were collected by distributing a questionnaire among the marketing and sales staff of Fars food industry companies. The statistical population of this study includes the employees of the marketing and sales department of Fars food industry companies. Due to the unlimited number of statistical population, a cluster model was used to select the sample. For this purpose, 246 people were selected and evaluated in a targeted manner, but in the end, 227 completed and returned questionnaires were statistically analyzed. According to the results, the two important models of model fit (RMSEA) and (CMIN / DF) and other indicators are in an acceptable range, which can be said that the model has a good fit. Also, the research results showed that Out-Of-Home advertising can It should lead to customer loyalty, credibility, mental engagement, intention to buy and increase sales.

کلیدواژه‌ها

Out- Of-Home Advertising؛ Consumer Products؛ Structural Equations؛ Food Industry؛ Customer Loyalty

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