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

Document Type : Research Paper

Authors

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

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

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

Abstract

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.

Keywords


 

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©2021 The author(s). This is an open access article distributed under the terms of the Creative Commons Attribution (CC BY 4.0), which permits unrestricted use, distribution, and reproduction in any medium, as long as the original authors and source are cited. No permission is required from the authors or the publishers.

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