Paper Information

Journal:   CULTURAL STUDIES & COMMUNICATION   SPRING 2016 , Volume 12 , Number 42 #P0074; Page(s) 143 To 159.
 
Paper: 

RANKING OF SUBJECTIVE INVOLVEMENT RATE WITH ADVERTISING AND CONTENTS OF COMMERCIAL BANKS AMONG THE MAIN ETHNICITIES OF IRAN. CASE STUDY: TEHRAN CITY

 
 
Author(s):  SHAHTAHMASBI ESMAEIL, GHOLAMALIZADEH ABOOZAR, SHAHTAHMASEBI FATEMEH
 
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Abstract: 

The intensified competition and current economic situation of the country, force banks to utilize maximum of their ability to effectively use advertising to attract new customers and retain old customers. In this context, attention to issue of cultural variants can be very effective so this article, in addition to reviewing the subjective involvement of customers with advertising tools and contents, investigates the differences of the subjective involvement among Iranian ethnicities.
For this purpose, the questionnaire with content validity was used and reliability was 0.88 by using Cranach's alpha. This questionnaire was prepared by using the literature and previous researches and also by considering the desired industry and culture of the state advertising.
The results indicate that advertising with functional content of bank and also contiguous marketing tools such as word of mouth advertising of banking industry whole space, takes higher priority in the subjective involvement of customers.
Also it was found that in term of subjective involvement with promotional tools, there are a lot of similarities between Turk and Lor ethnicities and at other end Fars and Kurds ethnicities. So in the term of promotional contents, there is near similar subjective involvement between Fars and Lor and in the other end Turk and Lor. However there is certain priority different between these ethnicities. In general, considering ethnic differences to providing proper promotional tools and contents in the banking industry current competitive environment are suggested.

 
Keyword(s): AD CONTENT, AD TOOLS, ETHNICITY, BANKING INDUSTRY
 
References: 
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