بررسی مقایسه‌ای میزان تأثیر جاذبه‌های تبلیغات تلویزیونی شرکت ایرانسل و همراه اول بر نگرش نسبت‌به نام و نشان تجاری و نگرش نسبت‌به تبلیغات (مطالعه موردی: دانشجویان کاربر تلفن همراه در شهر شیراز)

Effect of advertisement on viewpoint toward brand is always one of the most important subjects in advertising field. This study aims to comparatively evaluate influence rate of Irancell and Hamrah-e-Avval TV advertisement attractions on viewpoint toward brand and viewpoint toward advertisement. For this purpose, opinions of 390 cellphone-using students in Shiraz exposed to Irancell and Hamrah-e-Avval TV advertisement were collected through questionnaire. After ensuring validity and reliability of research tool, hypotheses were surveyed structural equations modeling in LIZREL and two tailed t-test. Findings showed that Irancell and Hamrah-e-Avval TV advertisement attractions have significant influence on viewpoint to their advertisement and on viewpoint to Hamrah-e-Avval brand while there was no meaningful effect on viewpoint to Irancell brand. Viewpoint toward Irancell and Hamrah-e-Avval advertisement have significant relation with viewpoint toward these two incorporations’ brand.