Determining the effect of print advertising credibility on brand attitude through the dimensions of advertising attitude

The purpose of this study was to determine the effect of the validity of print advertising on brand attitude through the dimensions of advertising attitude. The statistical population of this study was the collection of humanities students of the University of Isfahan in 2018, the number of which is 423 students was collected. To collect the required data in this study, the standard questionnaires of advertising validity of Reimer (1978) with Cronbach's alpha 0.791, the standard questionnaire of attitudes to advertising Jensz and Bliss Maker (2005) with Cronbach's alpha 0.704, 0.70, respectively. 0.70, and the standard Tin Kham, Weaver and Larissi (1994) brand attitude questionnaire with Cronbach's alpha of 0.946 was used. In order to evaluate the content validity of the questionnaires, they were approved by experts in the field of advertising, brand and consumer behavior before implementation and the content validity was confirmed. The face validity of the questionnaires was also confirmed by a number of members of the statistical community. The data collected in this study were analyzed using descriptive statistics (frequency, percentage and bar graph) and inferential statistics (structural equation modeling) and the results showed that the validity of advertising with an impact factor of 0.23 on attitudes affects the brand. Credibility with coefficients of 0.31, 0.35 and 0.31 affects the emotional, informational and perceptual dimensions of brand attitude.

کلیدواژه ها:

Brand attitude ، advertising credibility ، advertising awareness