International Business Management

Year: 2016
Volume: 10
Issue: 22
Page No. 5313 - 5318

The Impacts of Verbal Advertisement and Intellectual Involvement upon Brand Selection Regarding the Alternative Mediative Role of Consumer’s Perception

Authors : Reza Sepahvand and Zahra Gholipour Hosinabbad

Abstract: Now a days, selecting a brand is of a greater importance than the product itself for consumers; therefore, the factors influencing brand selection can play a significant role in consumer’s choices. This study deals with examining the impacts of verbal advertisements and intellectual involvement upon brand selection regarding the alternative mediative role of consumer's perceptions in Lorestan University. The research is both applicable and descriptive-surveying regarding the aim and data collection respectively. The statistical universe of the faculty members of Lorestan University includes 240 individuals. Besides, the sample was estimated 150 individuals by means of Cochran formula. Questionnaires have been utilized for assessing the hypotheses of the research and AMOS 18 software has been utilized for analyzing the data. On the one hand, the results demonstrated that message structure and intellectual involvement influence the consumers’ perceptions. On the other hand, consumers’ perceptions make a direct impact on brand selection. However, the hypothesis alleging the impact of verbal advertisement upon consumers' perceptions was rejected.

How to cite this article:

Reza Sepahvand and Zahra Gholipour Hosinabbad, 2016. The Impacts of Verbal Advertisement and Intellectual Involvement upon Brand Selection Regarding the Alternative Mediative Role of Consumer’s Perception. International Business Management, 10: 5313-5318.

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