INVESTIGATION OF THE EFFECTS OF ADVERTISING ON PATRONS EMOTIONAL RESPONSES, PERCEIVED VALUE, SATISFACTION AND BEHAVIORAL INTENTIONS

Abstract

By aiming to examine the impact of advertising dimensions on emotional responses, perceived value, satisfaction and behavioral intentions of customers, this study has been carried out. The statistical population of this study comprised of customers a famous chain fast food restaurant in Tehran, who was selected by random cluster sampling. The collected data were then analyzed by using
confirmatory factor analysis and structural equation modeling techniques. The results showed that dimension of familiarity with advertising leads to create a pleasant emotional response in customers and pleasant emotional responses affect perceived value. In addition, there is a meaningful relationship between hedonic and utilitarian values one the hand and customer satisfaction and
behavioral intentions on the other. And customer satisfaction has a positive effect on behavioral intentions.