Investigating the Impact of Advertising on Customers’ Behavioral Intentions A Case of Agriculture Bank

Abstract

Advertising is one of the important communication tools in business. Success or failure in many organizations and companies is related to the quality of advertising activities. In a large complex industrial society, in addition to face to face communication, there is also a need for indirect communication. Therefore, advertising can meet the need of such a society. Due to the important role of advertising, its budget has been increasing in various Iranian organizations. In developed countries advertising is considered very important and costly, but in undeveloped ones such as Iran although it is vitally important for economic development, advertising is not scientifically regarded, it is not well-known, and little attention is paid to that. Every year, a lot of money is spent on advertising, and it is essential to make it efficient and effective. The main purpose of this paper is to investigate the impact of evaluative dimensions of advertising including relevant news, brand reinforcement, entertainment, empathy, familiarity, and confusion on customers’ satisfaction and to examine the impact of customers ’ satisfaction on perceived value and behavioral intentions in Agriculture bank. The results showed that among evaluative dimensions of advertising, relevant news and familiarity leave effect on customers’ satisfaction. Thus, it can be stated that satisfaction positively influences customers’ perceived value and perceived value positively impacts on customers’ behavioral intention.